Download Marketing Management (14th Global Edition) by Philip Kotler, Kevin Keller PDF
By Philip Kotler, Kevin Keller
For undergraduate and graduate classes in advertising management.
Stay at the state-of-the-art with the most effective textual content that displays the most recent in advertising thought and practice.
This identify is a Pearson worldwide variation. The Editorial crew at Pearson has labored heavily with educators world wide to incorporate content material that is specially suitable to scholars outdoors the United States.
The global of promoting is altering everyday–and to ensure that scholars to have a aggressive aspect, they want a textbook that displays the easiest of today’s advertising conception and practices. advertising administration is the superior advertising textual content simply because its content material and association continuously replicate the most recent adjustments in today’s advertising conception and perform.
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They act as an internal customer and public advocate for better company policies and practices. Source: ©Philip Kotler, Kotler on Marketing (New York: Free Press, 1999), pp. 21 22. Reprinted with permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group. Copyright © 1999 by Philip Kotler. All rights reserved. 2 Corporate Social Initiatives Type Description Example Corporate social marketing Supporting behavior change campaigns McDonald s promotion of a statewide childhood immunization campaign in Oklahoma Cause marketing Promoting social issues through efforts such as sponsorships, licensing agreements, and advertising McDonald s sponsorship of Forest (a gorilla) at Sydney s Zoo a 10-year sponsorship commitment, aimed at preserving this endangered species Cause-related marketing Donating a percentage of revenues to a specific cause based on the revenue occurring during the announced period of support McDonald s earmarking of $1 for Ronald McDonald Children s Charities from the sale of every Big Mac and pizza sold on McHappy Day Corporate philanthropy Making gifts of money, goods, or time to help nonprofit organizations, groups, or individuals McDonald s contributions to Ronald McDonald House Charities Corporate community involvement Providing in-kind or volunteer services in the community McDonald s catering meals for firefighters in the December 1997 bushfires in Australia Socially responsible business practices Adapting and conducting business practices that protect the environment and human and animal rights McDonald s requirement that suppliers increase the amount of living space for laying hens on factory farms Source: Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (Hoboken, NJ: Wiley, 2004).
Consumer information. Consumers can collect information in as much breadth and depth as they want about practically anything. They can access online encyclopedias, dictionaries, medical information, movie ratings, consumer reports, newspapers, and other information sources in many languages from anywhere in the world. 23 Social networking sites such as Dogster for dog lovers, TripAdvisor for ardent travelers, and Moterus for bikers bring together consumers with a common interest. 24 Consumer participation.
Discounting your established and most successful brands tells the market two things: your prices were too high before, and your products won t be worth the price in the future once the discounts are gone. If you want to appeal to more frugal customers, create a new brand with lower prices. This lets value-conscious customers stay close to you, without alienating those still willing to pay for your higher-priced brands. Once the turbulence subsides, you may consider discontinuing the value product line or not.