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Kotler zeigt, woran der Kapitalismus krankt – und welche Maßnahmen wir ergreifen müssen, um "das beste aller Wirtschaftssysteme" wieder zukunftsfähig zu machen.
For graduate and undergraduate courses in marketing management.
A Succinct Guide to 21st Century Marketing Management
Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases.
The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.
City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms.
By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like:
- Resource allocation in developed versus developing city markets
- Shifting the focus to city regions instead of central governments
- The rise of new multinational corporations from developing economies
- Declining consumer and business growth in developed cities
Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
The process of building a strong congregation is basically the same. And you've got to start with a plan.
Building Strong Congregations contains the tools you need to make your congregation's ministry more effective. Worksheets after each chapter walk you through a step-by-step application of the material covered and help you put together a plan of action. You'll also learn how to find answers unique to your organization for such questions as:
What is your congregation's mission?
Whom should your congregation try to reach, and how?
What does your congregation have to offer?
Why should people choose to associate with your congregation and not the one down the street?
How would their needs be met?
How do you ensure that they will want to remain participants in the life and ministry of your congregation?"
This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.
With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way to Growth presents eight effective ways to grow in even the slowest economy. They include how to increase your market share, develop enthusiastic customers, build your brand, innovate, expand internationally, acquire other businesses, build a great reputation for social responsibility, and more. By engaging any of these pathways to growth, you can achieve growth rates that your competitors will envy.
- Proven business and marketing advice from leading names in the industry
- Written by Philip Kotler, the major exponent of planning through segmentation, targeting, and position followed by "the 4 Ps of marketing" and author of the books Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others
- Milton Kotler is Chairman and CEO of Kotler Marketing Group, headquartered in Washington, DC, author of A Clear-sighted View of Chinese Marketing, and a frequent contributor to the China business press
Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.
Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results.
Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals.
- Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses
- Explains how to balance social and business goals
- Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler
With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
inúmeras adaptações para se adequar às mudanças no
cenário mundial e, desse modo, vem agregando novos
recursos e fundamentos. Assim, é hoje um conjunto de
conhecimentos essencial para profissionais das mais
diversas áreas e interessa a todos que precisam promover
bens, serviços, propriedades, pessoas, lugares,
eventos, informações, idéias ou organizações.
Baseado no vasto conhecimento reunido por Kotler
em seus best-sellers, é um texto
conciso e flexível que permite ao professor aplicá-lo a
cursos de marketing menos específicos e mais curtos,
complementando-o com exemplos e casos de sua
Atualizado para incluir as mais novas tendências e
temas globais, como o desenvolvimento de estratégias,
a criação e a gestão de programas eficazes de
marketing e canais alternativos para atingir o mercado,
contém estu-dos de casos brasileiros que apresentam
em detalhes um setor ou empresa e fornecem questões