L'obiettivo di questo libro è quello di definire i percorsi per una crescita redditizia e sostenibile. Un'impresa che ambisce a raggiungere una crescita stabile deve innanzitutto definire chiaramente lo scopo e l'obiettivo della sua attività e assicurarsi che tutti gli stakeholder condividano con entusiastica passione l'obiettivo dell'impresa. Anche quando le imprese sono costrette in una congiuntura economica sfavorevole, potranno trarre dei vantaggi dall'intraprendere questi percorsi ai quali ci riferiremo con il termine di economie della crescita. Tuttavia è necessario sottolineare che la crescita tout court non può essere considerata un obiettivo sufficiente. Infatti vi sono una molteplicità di strategie di cui le imprese possono avvalersi per raggiungere gli obiettivi di sviluppo; un'impresa può adottare una strategia aggressiva, tagliando i prezzi e sopportando ingenti perdite oppure può crescere selettivamente piuttosto che in modo sistematico e continuo. Il nostro obiettivo è quello di condurvi a una crescita che sia (1) redditizia e (2) sostenibile. Troverete in questo libro una guida efficace e puntuale che vi consentirà di raggiungere tutti gli obiettivi di crescita della vostra impresa.

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 ofMarketing 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.

Turning Principle into Practice

Social Marketing: Influencing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 25 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

"One of the most important communication books I've ever read. I highly recommend it!" —Spencer Johnson, author ofWho Moved My Cheese? and co-author of The One Minute Manager

"Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought ofPositioning…" —David Bohnett, Chairman and Founder of GeoCities

The first book to deal with the problems of communicating to a skeptical, media-blitzed public,Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind—one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market—and stays there; position a follower so that it can occupy a niche not claimed by the leader; and, avoid letting a second product ride on the coattails of an established one.Positioning also shows you how to: use leading ad agency techniques to capture the biggest market share and become a household name; build your strategy around your competition's weaknesses; reposition a strong competitor and create a weak spot; use your present position to its best advantage; choose the best name for your product; determine when—and why—less is more; and, analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication,Positioning is required listening for anyone in business today.

"One of the most important communication books I've ever read. I highly recommend it!" —Spencer Johnson, author ofWho Moved My Cheese? and co-author of The One Minute Manager

"Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought ofPositioning…" —David Bohnett, Chairman and Founder of GeoCities

The first book to deal with the problems of communicating to a skeptical, media-blitzed public,Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind—one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market—and stays there; position a follower so that it can occupy a niche not claimed by the leader; and, avoid letting a second product ride on the coattails of an established one.Positioning also shows you how to: use leading ad agency techniques to capture the biggest market share and become a household name; build your strategy around your competition's weaknesses; reposition a strong competitor and create a weak spot; use your present position to its best advantage; choose the best name for your product; determine when—and why—less is more; and, analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication,Positioning is required listening for anyone in business today.

A new marketing paradigm focuses on the concentrated economic power of 600 global cities.

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.

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. NowKotler 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.

Marketing guru Philip Kotler and global marketing strategist Milton Kotler show you how to survive rough economic waters

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

Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how!

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.

All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.

Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

Learn how to create value and gain loyal customers.

 

Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.

 

The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.

'An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source ù a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies' 'live or die' based upon the success of their brands'.-John A. Cashoneoroundei; president and CEO, GCS Business Capital, LLC, and co-author of 'Chaotics: The Business of Managing and Marketing in The Age of Turbulence'.

'This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it'.-John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of 'Greater Good: How Good Marketing Makes for Better Democracy'

'A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by 'making the invisible visible'.-Rolf D. Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China

Understand the next level of marketing

The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.

In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

• Explains the future of marketing, along with why most marketers are stuck in the past
• Examines companies that are ahead of the curve, such as S. C. Johnson
• Kotler is one of the most highly recognized marketing gurus, famous for his '4 P's of Marketing'

In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Now available in paperback, BRAND sense, the definitive book on sensory branding, shows how companies appeal to consumers' five senses.

Il taglio sintetico di questo libro lo rende particolarmente indicato per tutti coloro che desiderano un resoconto autorevole sulle pratiche e sulle teorie attuali del marketing management; uno dei principali pregi del volume è rappresentato dai numerosi esempi pratici tratti dal mondo reale del marketing e riferiti a una vasta gamma di aziende. Il testo ideale per gli studenti universitari che affrontano lo studio del marketing management che desiderano apprendere rapidamente i concetti fondamentali della disciplina. Nel sito Internet http://hpe.pearson.it/kotler sono disponibili ulteriori materiali didattici per docenti e per studenti.

Nello scrivere questo libro gli autori si sono posti l'obiettivo di aiutare i lettori a padroneggiare i concetti basilari e la pratica del marketing management applicati al settore dell'ospitalità e dei viaggi. Il testo affronta l'argomento con ordine metodologico e con il necessario rigore scientifico, in un ambito dove frequentemente si combinano formule fisse con le improvvisazioni dell'intuizione. L'opera di Kotler e dei suoi collaboratori ha il merito di rendere problematico quel che solitamente è ritenuto scontato. Essa ha anche il pregio di evidenziare la complessità dell'azione di marketing, che non può prescindere da ricerche di mercato, da sistemi informativi e da un'accurata pianificazione, in un settore dove spesso marketing e vendite sono considerati uno stesso concetto. Da qui la visione di marketing olistico sviluppata da Kotler che interpreta il marketing come strumento di raccordo fra la complessa realtà dei mercati e la capacità dell'impresa di ideare, sviluppare e offrire valore al cliente. Il volume assume un aspetto pratico e accessibile grazie ai continui riferimenti al settore turistico e alla presenza di molti esempi concreti. L'edizione italiana è stata arricchita con numerosi casi legati sia alla realtà italiana sia al contesto internazionale.

Come sempre Kotler si conferma un attento osservatore dei mutamenti della società e del sistema macroeconomico e imprenditoriale, subito pronto ad adeguarne e sintetizzarne i contenuti in nuovi approcci di marketing. Con questo libro, il guru ben descrive tutto quello che sarà del marketing dopo la fine dei trend contemporanei del 2.0 e del social media marketing. Un nuovo marketing tutto emozionale e proteso alla spiritualità dove l'espressione '3.0' va intesa come 'terza fase' disciplinare, successiva a quelle transazionale e relazionale, una fase dove il core della strategia è l'attenzione all'anima del cliente e ai valori umani. È possibile essere un'impresa imperniata sui valori umani e nel contempo profittevole? La risposta di Kotler a questo interrogativo è sì. 'Il comportamento e i valori delle imprese sono sempre più sotto la lente dell'opinione pubblica, questo fa sì che i consumatori possano scambiarsi con grande facilità opinioni su imprese, prodotti e marche e discutere delle loro performance funzionali e sociali. La nuova generazione di consumatori è molto più attenta ai problemi e alle preoccupazioni di natura sociale. È dunque ora di cambiare! Le imprese devono reinventarsi e abbandonare il più rapidamente possibile le prassi dei vecchi e confortevoli Marketing per avventurarsi nel nuovo mondo Marketing 3.0.'

Praise for Marketing in the Public Sector

“Professionally, as an academic turned politician, this book—if published a few years earlier—would have made my life much simpler. This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency.”

Somkid Jatusripitak, Ph.D., Deputy Prime Minister
and Minister of Commerce, Royal Thai Government

 

“This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits.”

Christine O. Gregoire, Governor, Washington State

 

“Increasingly, public sector managers have been challenged to 'do more with less.' Marketing in the Public Sector demonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset.”

E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy,
John F. Kennedy School of Government, Harvard University

 

“Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.”

Dave Ross, CBS News Commentator

 

“Marketing in the Public Sector provides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice.”

Dr. K Vijaya, Director, Corporate Marketing & Communications,
Health Promotion Board, Singapore

 

“Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful.”

Paul Temporal, Group Managing Director, Temporal Brand
Consulting, Author of Public Sector Branding in Asia

 

“Every day, professionals in the public sector deliver thousands of programs and services in increasingly demanding environments. This book is a 'must read' and a standard reference for every public servant engaged in public sector marketing and communications. Congratulations to Kotler and Lee for creating a book that is both educational and practical.”

Kotler (international marketing, Northwestern U.) and Caslione, a business strategist and advisor to large and middle-market companies, outline a system for insuring against risk in a turbulent economy, as well as taking advantage of uncertainty, and getting through the turbulence instead of getting caught up in it. They describe why standard cut-and-run responses to market downturns are hazardous to future viability, and provide a framework that can be used both in times of vulnerability and opportunity. Using examples of companies such as McDonald's, P&G, Johnson & Johnson, Starbucks, Home Depot, Chrysler, and GM, they detail flawed responses to uncertainty and how to design management and marketing systems for resilience. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Françoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide.

Simon and Kotler explain in clear nontechnical prose how innovation in the new biosector will be driven by a web of cross-industry collaborations, and in particular by three transforming forces: information technology, consumerism, and systems biology. With timely industry cases, the authors demonstrate that by capitalizing on these forces, companies from Hitachi and Siemens to Amgen and Pfizer could become the biotech leaders of the coming decades.

The chapters on building and sustaining biobrands are the centerpiece of this indispensable book. Simon and Kotler present a powerful framework that will enable any manager to redefine and transform traditional models into a new branding paradigm: the global 'targeted' model as an alternative to the global 'mass market' model. The authors illustrate how each of these models has proven successful in launching such blockbuster drugs as Viagra, Lipitor, Rituxan, and Gleevec.

Relevant to all industries impacted by biotechnology from consumer goods to industrial products, Building Global Biobrands is essential reading for every manager, marketer, analyst, and consultant who must understand the Biotech Century.