Kotler on marketing : how to create, win, and dominate markets / Philip Kotler.

Kotler, Philip.

Bibliographic record and links to related information available from the Library of Congress catalog
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                              Preface  xi




                    PART ONE: STRATEGIC MARKETING

1.	Building Profitable Businesses Through
        World-Class Marketing                 3


2.	Using Marketing to Understand, Create, Communicate,
        and Deliver Value                  17


3.	Identifying Market Opportunities and Developing
	Targeted Value Offerings	35

4. 	Developing Value Propositions and Building Brand Equity	54

	PART TWO: TACTICAL MARKETING

5.	Developing and Using Market Intelligence	73

6. 	Designing the Marketing Mix	94

7. 	Acquiring, Retaining, and Growing Customers	121

8. 	Designing and Delivering More Customer Value	140

		PART THREE: ADMINISTRATIVE MARKETING

9.	Planning and Organizing for More Effective Marketing 	165

10. 	Evaluating and Controlling Marketing Performance 	185

 	PART FOUR: TRANSFORMATIONAL MARKETING

11. 	Adapting to the New Age of Electronic Marketing 	205

Appendix

Characteristics, Success Strategies, and Marketing Department
Roles in Different Types of Industrial Businesses 	221

Notes 	229
Company and Brand Name Index 	235
Subject Index 	241