By Philip Kotler
For undergraduate/graduate classes in advertising and marketing administration. This vintage textual content, a global most sensible vendor, highlights the latest traits and advancements in worldwide advertising. It emphasizes the significance of teamwork among advertising and all of the different features of the company; introduces new views in winning strategic industry making plans; and provides extra corporation examples of inventive, market-focused, and customer-driven motion. a unique specialise in the twenty first Century recognizes the accelerating velocity of switch available on the market, and illustrates what top businesses are doing to fulfill the demanding situations of the recent atmosphere and the hot millennium.
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Extra info for Marketing Management: Millennium Edition (10th Edition)
The company can choose its markets better, develop better offerings, and execute better marketing planning. T HE COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM Every firm must organize a rich flow of information to its marketing managers. Competitive companies study their managers’ information needs and design marketing information systems (MIS) to meet these needs. ■ 100 Analyzing Marketing Opportunities A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Business success and continually satisfying customers and other stakeholders are 59 60 CHAPTER 3 WINNING MARKETS THROUGH STRATEGIC PLANNING, IMPLEMENTATION, AND CONTROL intimately tied to adoption and implementation of high standards of business and marketing conduct. The most admired companies abide by a code of serving people’s interests, not only their own. Thus, the ethical and social responsibility review allows management to determine how the ﬁrm is grappling with ethical issues and exhibiting a “social conscience” in its business dealings.
Montgomery Security In 1996, San Francisco–based Montgomery Security was in a bind. To remain competitive in the financial sector, this Nations Banks subsidiary had to find a way for more than 400 finance, research, and Gathering Information and Measuring Market Demand 101 sales or trading employees to share information about companies whose stock they were considering taking public. Yet all of the departments at Montgomery had different database formats for their records; some even kept files on notepads.