Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.
Discussion Group Questions 1. List the major marketing issues facing your business. What do you regard as your most creative marketing responses to these issues? 2. What do you think of the marketing predictions in this book for the year 2005 AD? What are your predictions for your industry? What are you doing to prepare for them? 3. How to your other departments view marketing? What can be done to improve perception and cooperation? What can be done to get everyone to focus on the customer? 4. Does your business unit operate on the mass-market level, the segment level, the niche level, or the individual customer level? Is this still the right level given the current and future marketplace? 5. Map the normal customer activity cycle that customers go through in acquiring, using, and disposing of your product. What opportunities are suggested by points in the customer activity cycle? 6. List all the marketing tools used by your business. Which are the most important? Are any tools missing that should be added? Are any tools in the list a "waste of money?" 7. Are you satisfied with the proportions of funds that your business unit spends on each promotional tool? If you were to shift funds, which tools would you reduce and which would you increase? 8. Has your company analyzed the average customer acquisition cost (CAC) and compared it with the average customer lifespan profits (CLP)? How does it look? What steps can be taken to improve the ration of CLP to CAC? 9. Do you measure the profitability of individual customers? What percentage of your customers is unprofitable? How do you handle them? How should you handle them? 10. In what ways have you been able to help your customers reduce their ordering, inventory, processing, and administrative costs? What further opportunities do you see? 11. Has your company established a sufficient number of market segment managers and area managers to respond to the market differences that exist in your market? 12. Do you see enough seamless cooperation between product management, sales management, and customer service? If not, recommend how to improve the situation. 13. Does your company use marketing scorecards in judging performance? What marketing measures are included in your marketing scorecard? What measures should be added? 14. Is your company building and using a rich database containing the names and profiles of your customers and prospects? Are you applying data mining techniques to extract insight from the information in the database? 15. How has your company utilized the marketing opportunities posed by the Internet? What next steps are called for?
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.
He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.
Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.