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Market Your Way to Growth

8 Ways to Win

Gebonden Engels 2013 9781118496404
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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


Aantal pagina's:240
Uitgever:John Wiley & Sons


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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

Managementboek Top 100


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        Market Your Way to Growth