kotler summary
Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
SUMMARY by
logo copy.tif
Chapter
1
Understanding Marketing
Management
Marketing is an essential art and science that is engaged in a vast number of activities by both persons and organizations. It has become an increasingly vital ingredient in the success of a business. Good marketing is the result of careful planning and execution.
There are two sides to marketing – the formulated side and the creative side. It is important to lay the foundation in marketing concepts, tools, frameworks and issues of
Social
Definition of
Marketing
the formulated side while at the same time instil the real creativity and passion for marketing, as we shall come to see in this chapter.
Marketing is increasingly becoming an important function in all organizations to ensure that demand for a product or service persists along with customer retention.
Marketing is a
Scope of Marketing
societal process by which individuals
A good marketer must be able to answer the following questions:
and groups obtain
What is Marketing?
what they need and want through
The formal definition of marketing is, Marketing is an organizational function and a set
creating, offering
of processes for creating, communicating and delivering value to customers and for
and freely
managing customer relationship in ways that benefit the organization and its
exchanging products and
stakeholders.
What is Marketed?
services of value with others.
Some of the common entities that are marketed are goods, services, events, experiences, persons, places, properties, organizations, information and ideas.
Chapter 1 - Understanding Marketing Management
Who Markets?
A marketer is someone who seeks a response, attention, purchase, vote, donation etc
The five key
from another party called the prospect. Marketing managers are responsible for demand
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
SUMMARY by
logo copy.tif
Chapter
1
Understanding Marketing
Management
Marketing is an essential art and science that is engaged in a vast number of activities by both persons and organizations. It has become an increasingly vital ingredient in the success of a business. Good marketing is the result of careful planning and execution.
There are two sides to marketing – the formulated side and the creative side. It is important to lay the foundation in marketing concepts, tools, frameworks and issues of
Social
Definition of
Marketing
the formulated side while at the same time instil the real creativity and passion for marketing, as we shall come to see in this chapter.
Marketing is increasingly becoming an important function in all organizations to ensure that demand for a product or service persists along with customer retention.
Marketing is a
Scope of Marketing
societal process by which individuals
A good marketer must be able to answer the following questions:
and groups obtain
What is Marketing?
what they need and want through
The formal definition of marketing is, Marketing is an organizational function and a set
creating, offering
of processes for creating, communicating and delivering value to customers and for
and freely
managing customer relationship in ways that benefit the organization and its
exchanging products and
stakeholders.
What is Marketed?
services of value with others.
Some of the common entities that are marketed are goods, services, events, experiences, persons, places, properties, organizations, information and ideas.
Chapter 1 - Understanding Marketing Management
Who Markets?
A marketer is someone who seeks a response, attention, purchase, vote, donation etc
The five key
from another party called the prospect. Marketing managers are responsible for demand