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Understanding Marketing


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Mentors' Message: Why Understanding Marketing Is Important Understanding Marketing: The Basics What Is Marketing? A high-level view of this complex function and process. When Your Company Markets to Consumers Insights into how consumers' minds work--and how you can learn more. When Your Company Markets to Organizations Insights into how organizations buy. Understanding Your Competition Powerful tactics for leaving rivals behind. Developing Your Marketing Strategy How to make key strategic decisions for marketing your product or service. Crafting a Marketing Communications Plan Tips for deciding how you'll communicate your message to customers. New Offerings: A Potent Marketing Tool Suggestions for creating fresh products and services to market. Putting Your Marketing Plan into Action Ideas for working with your marketing department and the marketing process to ensure success. Spotlight on Direct Marketing A focused look at this special form of marketing. Spotlight on Relationship Marketing A closer examination of this special form of marketing. Tips and Tools

About the Author

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.

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