TITLE : KOTLER ON MARKETING: HOW TO CREATE, WIN, AND DOMINATE MARKETS.

 
CONTENTS
 
Preface     xi
 
PART ONE: STRATEGIC MARKETING
 
1. Building Profitable Businesses Through
   World-Class Marketing ..................3
 
2. Using Marketing to Understand, Create, Communicate,
   and Deliver Value ....................17
 
3. Identifying Market Opportunities and Developing
   Targeted Value Offerings .............35
 
4. Developing Value Propositions and Building Brand Equity ... 54
 
 
PART TWO: TACTICAL MARKETING
 
5. Developing and Using Market Intelligence           73
 
6. Designing the Marketing Mix .........  94
 
7. Acquiring, Retaining, and Growing Customers   121
 
8. Designing and Delivering More Customer Value  140
 
 
PART THREE: ADMINISTRATIVE MARKETING
 
9. Planning and Organizing for More Effective Carketing .... 165
 
10. Evaluating and Controlling Marketing Performance ... 185
 
 
PART FOUR: TRANSFORMATIONAL MARKETING
 
11. Adapting to the New Age of Electronic Marketing   205
 
 
Appendix
 
Characteristics, Success Strategies, and Marketing Department
 
Roles in Vifferent Types of Industrial Businesses.   221
 
Notes                   229
 
Company and Brand Name Index     235
 
Subject Index      241