83:T984,

Marknadsföring fungerar inte längre

Den här författaren behöver ingen närmare presentation för en ledningsgrupp värd sitt salt.

Phil Kotler är legenden som står för några av vår tids klassiker inom marknadsföring. Men världen växer, varumärken blir globala och marknadsföringen har spårat ur. Kotlers senaste bok är underhållande läsning för dig som inte bara vill passa, lägga dig, och dö.

När räknade du själv hem en kampanjsatsning sist? Inte minst här hemma har vi svårt att se var marknadsföringen slår fel.

Over there brukar Kotlers föreläsningar vara höjdpunkten som lockar de tunga namnen i storföretagen till en stunds kreativ vidareutbildning. Hans konsultgrupp arbetar nära många av de stora företagens ledningsgrupper. Däribland AT&T, IBM, JP Morgan, Pfizer, Ford, McDonald's och SAS. Kotler talar alltså överlevnadsstrategier för några av världens största ekonomier.

För mindre, nationella bolag, handlar det alltmer om att vinna eller försvinna. Om du ser en framtid på huvudkontoret är det dags att se om sitt hus. Vill du överleva? Se till att växa. Se också upp för konkurrenter som får grepp om mekanismerna som ger resultat.

I Marknadsföringens tio dödssynder har Kotler analyserat bristerna på marknadsavdelningarna av idag utifrån ett vetenskapligt perspektiv. De tio dödssynderna är Kotlers roande och personliga sätt att leda framtidens marknadsförare på rätt spår.

Där dagens satsningar ofta slår fel, erbjuder Kotlers senaste en checklista, till först förståelse och sedan tillämpning av marknadsföringsmekanismerna som fungerar.

Här finns inga snabba fixar. Men Kotler leder dig lätt igenom en metodisk genomgång av symptomen. Och Marknadsföringens tio dödssynder är fullspäckad med den klokskap ur verkliga livet, som bara en Kotler besitter.

I tio underhållande kapitel lär du dig känna igen signalerna innan andra upptäcker att dina satsningar slår fel.

Phil Kotler
har under åren skrivit ett trettiotal böcker, varav flera hamnat på topplistan för nya marknadsförare. Den teoretiska sidan har hela tiden fått praktiska tillämpningar i näringslivet genom konsultföretag. T ex Kotler Marketing Group i Washington som arbetar med många av företagen på Fortune's 500-lista. Kotler har idag en professur vid Kellogg School of Management vid Northwestern University.84:T70f,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.85:Ta2d,'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'

Caroline Miller, Keele University

'Clear and easy to read with insightful and relevant material covering all the things that are necessary in a modern textbook. This text is valued highly by tutors and students - keep up the good work!'

Catherine Canning, Glasgow Caledonian University

Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success.

The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.

PUTTING YOU IN CONTROL OF YOUR JOURNEY THROUGH MARKETING:

You will be guided through the core ideas, processes and issues that underpin marketing today and how these translate into marketing practice, helping you develop your own working understanding.
You will be presented with a wide variety of current examples and case studies from all over Europe that demonstrate commercial marketing as it is happening today.
You will be provided with the most up-to-date coverage of current issues in marketing, such as use of social media, community management, sustainability, and changes in marketing metrics.
Your learning experience will flow seamlessly between the book and the online environment, which includes the authors twitter feed at @IntrotoMKT.

About the authors

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Ross Brennan is Professor of Industrial Marketing at the University of Hertfordshire Business School.86:T6f1,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.87:T9b4,For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Marketing: An Introduction shows students how customer valuecreating it and capturing itdrives every effective marketing strategy.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and examsresulting in better performance in the courseand provides educators a dynamic set of tools for gauging individual and class progress.

Please note that the product you are purchasing does not include MyMarketingLab.

MyMarketingLab

Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.

These are the steps you need to take:

1. Make sure that your lecturer is already using the system

Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

2. Check whether an access card has been included with the book at a reduced cost

If it has, it will be on the inside back cover of the book.

3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292066134)

4. If your lecturer is using the MyLab and you would like to purchase the product...

Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.

For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator88:T463,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.

89:Tc1b, OBS! Ny upplaga: 9780273743613

Praise for the First European Edition of Marketing Management

This is a much longed-for edition of the classic Marketing Management. The European co-authors have done a committed job to adapt the text not an easy task which requires balanced judgment and wisdom. A large number of cases have been skilfully selected to make European students feel at home. The theoretical framework is basically unchanged but has been supplemented with seminal contributions from Europe.
Professor Evert Gummesson, Stockholm University School of Business, Sweden

The scope and range of marketing continues to move at a pace in todays modern world. This textbook demonstrates admirably this scope and range of concepts and issues which students of marketing must prepare and perform against. This text examines traditional aspects of marketing and blends these with modern and future concepts. At the same time it bridges the Atlantic in perspective with excellent examples of interest to all marketers. Students studying marketing will do well to make this a must read.
Professor David Carson, Ulster Business School, University of Ulster

An excellent up-to-date, comprehensive and broadly structured text. This book represents a serious attempt to adapt Kotlers ideas to the wider views of the marketing world, not the reverse, from Nordic relationships and Chinese guanxi to French post-modernism.
Michael Saren, BA, PhD, Professor of Marketing, University of Leicester, England

Marketing Management exhibits all the qualities of a true marketing classic: accessibility, state-of-the-art overviews, theoretical rigour and managerial relevance. This multi-purpose textbook is a must-have for academics and practitioners.
Martin Wetzels, Professor of Marketing and Supply Chain Research, Maastricht University, The Netherlands

The first European edition of the seminal work Marketing Management is a welcome addition to the growing body of work in this important discipline. The authors have recognised the strong contribution of European academics to relationship marketing, as well as recent developments in the service dominant logic, digital marketing, and marketing metrics. This will become a standard text for both undergraduate and postgraduate marketing programmes across the continent.
Professor Graham Hooley, Deputy Vice-Chancellor, Aston University

The first European edition of Marketing Management provides students and practitioners of marketing with an innovative perspective on the classic American original. This outstanding book synthesises contemporary marketing thought, presents fresh European examples and illustrates the need to stay alert in a continuously changing society.
Karin M. Ekstrm, Professor in Marketing, University of Boras, Sweden8a:T43b,This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.8b:T703,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.

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\n \n

For undergraduate/graduate courses in Marketing Management.

This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

\n \n

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