The latest volume in the series: Understanding Marketing Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company's customers are, what they want, and how the organization can serve them profitably. But marketing's a big subject. How might you demystify it for yourself and your group if you don't have a marketing background? This volume provides the concepts and examples you need. You'll learn how to: -Define a target market -Identify and understand your toughest competitors -Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution) -Test new product or service ideas with customers -Get the most from relationship marketing
Philip Kotler is a world renowned expert on strategic marketing. As the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, Philip's research spans a broad number of areas including consumer marketing, business marketing, services marketing and e-marketing. He has authored over 45 books and has been a consultant to IBM, Bank of America, Merck, General Electric, Honeywell and many other companies. He also has received over 12 honorary degrees from around the world. Bruce Wrenn the William E. Colson Professor of Marketing at Andrews University, has served as a consultant to organizations in high tech, packaged food, fine dining, health care, pharmaceutical and bio-tech industries, as well as not-for-profit organizations. He has authored more than a dozen books in marketing management and planning, marketing research, church marketing and consumer behavior. He has served as a Harvard ManageMentor since 2002.