Market Your Way to Growth

ISBN-13: 9781118496404 / Angielski / Twarda / 2012 / 240 str.

Philip Kotler

Opis

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

Spis treści

Introduction: Preparing to Master the Eight

Pathways to Growth xi

1 Grow by Building Your Market Share 1

2 Grow through Developing Committed Customers and Stakeholders 27

3 Grow by Developing a Powerful Brand 49

4 Grow by Innovating New Products, Services, and Experiences 73

5 Grow by International Expansion 117

6 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures 135

7 Grow by B uilding an Outstanding Reputation for Social Responsibility 153

8 Grow by Partnering with Government and NGOs 169

Epilogue 191

Notes 201

Index 207

O autorze

PHILIP KOTLER is one of the world′s leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the author of Marketing Management (14th ed.), Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others. He is also the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University′s Kellogg School of Management. The Financial Times ranked him the fourth most influential management guru, and the Wall Street Journal ranked him the sixth most influential business thinker.

MILTON KOTLER is Chairman of Kotler Marketing Group USA, headquartered in Washington, DC, and Kotler Marketing Group China, headquartered in Beijing and recognized as the #1 marketing strategy consultancy in China. He is also author of A Clear–Sighted View of Chinese Business Strategy and a frequent contributor to the China business press.

If you think that companies can′t grow in a low–growth economy, Market Your Way to Growth will change your mind. Most companies anchor their growth plans in one or two strategies, often adopted before the world became so globalized and technologically–advanced. Companies now need to examine all eight strategies that might promise fresh growth. Is your company innovative? Is your brand as strong as it could be? Are your customers satisfied and loyal? Are you able to wrest share from competitors? Have you moved into China, Brazil, or some higher growth markets? Have you done acquisitions and built new alliances? Have you been winning new customers by showing your deeply felt values? Have you partnered with governments and NGOs on new projects? See what dozens of other companies are doing to achieve higher growth in a low–growth world economy or industry.

Blurb

If you think that companies can′t grow in a low–growth economy, Market Your Way to Growth will change your mind. Most companies anchor their growth plans in one or two strategies, often adopted before the world became so globalized and technologically–advanced. Companies now need to examine all eight strategies that might promise fresh growth. Is your company innovative? Is your brand as strong as it could be? Are your customers satisfied and loyal? Are you able to wrest share from competitors? Have you moved into China, Brazil, or some higher growth markets? Have you done acquisitions and built new alliances? Have you been winning new customers by showing your deeply felt values? Have you partnered with governments and NGOs on new projects? See what dozens of other companies are doing to achieve higher growth in a low–growth world economy or industry.

A large number of CEOs, senior executives, and scholars have endorsed this book. Open the book and see what they say.

Mukesh D. Ambani, Chairman and Managing Director, Reliance Industries Limited, India
Shumeet Banerji, CEO, Booz & Company
Ram Charan, business consultant and coauthor of Execution: The Discipline of Getting Things Done and other bestselling business books
Jim Collins, author of Good to Great and Built to Last
Marshall Goldsmith, the #1 executive coach and author of bestsellers, MOJO and What Got You Here Won′t Get You There
Wenbo He, President, China Baosteel Corporation
Qian Sheng Jin, CEO, China (Yanliang) National Aviation Hi–tech Industrial Base
William R. Johnson, Chairman, President and Chief Executive Officer, H.J. Heinz Company
Robin Li, cofounder, Chairman, and CEO, Baidu, Inc.
N. R. Narayana Murthy, Chairman Emeritus, Infosys, India
Hermann Simon, Chairman of global consultancy Simon–Kucher & Partners and author of Hidden Champions of the 21st Century
Prijono Sugiarto, CEO, Astra International, Indonesia
Xiu Guo Tang, founder and CEO, SANY Group
Peter F. Volanakis, former President and COO, Corning Inc.
Shi Wang, founder, Vanke Group
Katharyn M. White, Vice President of Marketing, IBM Global Business Services
Guang Quan Wu, CEO, AVIC International
Hang Xu, CEO, Mindray Group
Yuan Qing Yang, Chairman and CEO, Lenovo Group
Rui Min Zhang, founder and CEO, Haier Group