KEVIN LANE KELLER
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Editorial Director: Sally Yagan
Editor in Chief: Eric Svendsen
Executive Editor: Melissa Sabella
Development Editor: Elisa Adams
Director of Editorial Services: Ashley Santora
Editorial Project Manager: Kierra Bloom
Editorial Assistant: Elizabeth Scarpa
Director of Marketing: Patrice Lumuba Jones
Senior Marketing Manager: Anne Fahlgren
Senior Managing Editor: Judy Leale
Production Project Manager: Ann Pulido
Senior Operations Supervisor: Arnold Vila
Creative Director: John Christiano
Senior Art Director: Blair Brown
Text and Cover Designer: Blair Brown
Lead Media Project Manager: Lisa Rinaldi
Editorial Media Project Manager: Denise Vaughn
Full-Service Project Management: Sharon
Cover Printer: Lehigh-Phoenix Color/Hagerstown
Text Font: 9.5/11.5, Minion
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text.
Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458.
Many of the designations by manufacturers and seller to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed. p. cm.
Includes bibliographical references and index.
1. Marketing—Management. I. Keller, Kevin Lane, 1956- II. Title. HF5415.13.K64 2012
10 9 8 7 6 5 4 3 2 1
ISBN 13: 978-0-13-210292-6
This book is dedicated to my wife and best friend, Nancy, with love. – PK
This book is dedicated to my wife, Punam, and my two daughters, Carolyn and Allison, with much love and thanks.
About the Authors
Philip Kotler is one of the world’s leading authorities on market-
ing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler’s other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies...
Please join StudyMode to read the full document