Socioline.ru Judul buku: Marketing Management Penulis: Philip Kotler & Kevin Lane Keller Bahasa: Inggris Penerbit: Pearson Tahun terbit: 2012 Edisi ke 14 Selain sejarah, buku-buku bertema branding, selling, dan marketing adalah yang paling saya sukai. Sayangnya, saya belum pernah membaca ‘buku kuliahan’ alias textbook untuk tema di atas. Setelah cari tahu sana-sini, akhirnya saya menemukan buku yang pas. Tentang buku Seperti layaknya textbook kuliah, buku ini terdiri dari beratus-ratus halaman dan berpuluh-puluh chapter.
Penjelasan keilmuan sangat lengkap, runtut, dan menyeluruh. Penulis tidak hanya menulis tentang marketing-nya saja tapi juga mengaitkannya dengan bidang lainnya seperti branding, selling, dan supply chain. Kesulitan saya membaca buku ini adalah banyak istilah-istilah akademis yang tidak cukup familiar. Menariknya kita jadi banyak mendapatkan ilmu baru. Istilah yang sangat menarik bagi saya yaitu defensive marketing, jika diterjemahkan dalam bahasa Indonesia secara harfiah berarti pemasaran bertahan. Ada gitu ya pemasaran bertahan.
Tentang penulis Philip Kotler dilahirkan pada tanggal 27 Mei 1931 di Chicago, Amerika Serikat. Dia berprofesi sebagai penulis buku, konsultan, dan profesor di bidang pemasaran. Sebagai profesor, kini dia mengajar di Kellogg School of Management di Northwestern University. Sebagai penulis, dia telah menulis setidaknya 60 buku dalam berbagai sub pembahasan. Dia telah turut membantu pembentukan pemasaran sebagai ilmu pengetahuan. Kevin Lane Keller dilahirkan pada tanggal 23 Juni 1956. Dia merupakan salah satu profesor bidang pemasaran di Tuck School of Business di Dartmouth College.
Buku Manajemen Pemasaran Philip Kotler
Buku-buku yang dia tulis tidak hanya seputar bidang pemasaran tapi juga tentang brand management. Bukunya yang berjudul Strategic Brand Management dianggap sebagai salah satu karyanya yang paling penting. My favorite lines of this book Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques.
Skillful marketing is a never-ending pursuit. Good marketers are always seeking new ways to satisfy customers and beat competition. Selling is not the most important part of marketing. Selling is only the tip of the marketing iceberg. A marketer is someone who seeks a response. Just as production and logistics professional are responsible for supply management, marketers are responsible for demand management. Companies must measure not only how many people want their product, but also how many are willing and able to buy it.
Companies must help customers learn what they want. The buyer chooses the offerings he or she perceives to deliver the most value, the sum of the tangible and intangible and costs to her. Value, a central marketing concept, is primarily a combination of quality, service, and price, called the customer value triad.r Many customers today feel there are fewer real product differences, so they show less brand loyalty and become more price- and quality-sensitive in their search for value, and less tolerant about undesired marketing.
Don’t discount your best brands. Discounting your established and most successful brands tells the market two things: your prices were too high before, and your products won’t be worth the price in the future once the discounts are gone. Selling focuses on the need of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming. Segmentation, targeting, positioning (STP) is the essence of strategic marketing. Business innovation is about increasing customer value. A growing population does not mean growing markets unless there is sufficient purchasing power.
Companies commonly prepare a macroeconomic forecast first, followed by an industry forecast, followed by a company sales forecast. There are two types of demand: market demand and company demand. The well-known 80-20 rule states that 80 percent or more of the company’s profits come from the top 20 percent of its customers. Marketers must have a thorough understanding of how consumers think, feel, and act and offer clear value to each and every target consumer. Consumers are thus more likely to blame a product than themselves.
The marketer’s job therefore doesn’t end with the purchase. Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses and disposal. One of the most valuable intangible assets of a firm is its brands, and it is incumbent or marketing to properly manage their value. Internal branding consist of activities and processes that help inform and inspire employees about brands.
Holistic marketers must go even further and train and encourage distributors and dealers to serve their customers well. We define competitors as companies that satisfy the same customer need. Marketers must overcome “marketing myopia” and stop defining competition in traditional category and industry terms. Coca-Cola, focused on its soft drink business, missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on its soft-drink business. Nike has a rich set of associations with customers, based on its innovative product designs, its sponsorship of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude. Internally, Nike marketers adopted the three-word brand mantra, “authentic athletic performance,” to guide their marketing efforts. Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.
Contoh rpp dan silabus kelas 3 sd. A leverageable advantage is one that a company can use as a springboard to new advantages, much as Microsoft has leveraged their operating system to Microsoft Office and then to networking applications. Companies offering the powerful combination of low prices and high quality are capturing the hearts and wallets of consumers all over the world.
To be a long-term market leader is the goal of any marketer. Most studies indicate the market pioneer gains the greatest advantage. 19 of 25 market leaders in 1923 were still the market leaders in 1983, 60 years later. In sample of industrial-goods businesses, 66 percent of pioneers survived at least 10 years, versus 48 percent of early followers. If I had asked people what they really wanted, I would have made faster horses’ or something like that.
You need to figure out what people really want, although they can’t express it. – Henry Ford.
This is a text book for my Master's degree. With that said, my four star rating is based upon text books, not all books I have read. Marketing Management is a very well laid out and clear text book. There are multiple real-life examples in every chapter of marking strategies that different companies have used either successfully or unsuccessfully. This is the 13th edition and is very up-to-date.
It addresses many of the latest trends around viral marketing and utilization of web based social/busin This is a text book for my Master's degree. With that said, my four star rating is based upon text books, not all books I have read. Marketing Management is a very well laid out and clear text book. There are multiple real-life examples in every chapter of marking strategies that different companies have used either successfully or unsuccessfully. This is the 13th edition and is very up-to-date.
It addresses many of the latest trends around viral marketing and utilization of web based social/business networks to market products and services. For our course each student was required to develop a marketing plan and the text provided good examples of how to go about putting a comprehensive document together.
Though I would not pick this up for light reading, it was an excellent text for the topic covered. Philip Kotler is a genius, to begin with. Most people think marketing is the evil force behind their spending hands or the science behind making people spend their money on them. To break with this marketing notion is to truly bring it's colours to the surface as a science of matching need and offer. But Kotler only does this as a way to transcend that expectation. Kotler concepts formal marketing as a tool for achieving a new marketing paradigm - more responsible and competent, more compassive a Philip Kotler is a genius, to begin with.
Most people think marketing is the evil force behind their spending hands or the science behind making people spend their money on them. To break with this marketing notion is to truly bring it's colours to the surface as a science of matching need and offer. But Kotler only does this as a way to transcend that expectation. Kotler concepts formal marketing as a tool for achieving a new marketing paradigm - more responsible and competent, more compassive and less invasive.
A match of more subtle needs and richer and more responsible offers. A must read for marketing professionals, managers and enthusiasts. If the zombie apocalypse ever comes to pass, my weapon of choice would be Kotler & Ketler's Marketing Management book. It's a humongous heavy paperback that makes for an excellent blunt weapon. I can barely wait to squash some zombie's brains with it.
It also contains very elegant writing and some gorgeous pictures. I wasn't the most dedicated student of management ever, but somehow I ended up reading this beast of a book twice.
Marketing management, however, is not something you learn from If the zombie apocalypse ever comes to pass, my weapon of choice would be Kotler & Ketler's Marketing Management book. It's a humongous heavy paperback that makes for an excellent blunt weapon. I can barely wait to squash some zombie's brains with it. It also contains very elegant writing and some gorgeous pictures. I wasn't the most dedicated student of management ever, but somehow I ended up reading this beast of a book twice.
Marketing management, however, is not something you learn from a paperback. It takes real experience. I just fell in love with the author of this book in 2012 when I took admission in MBA(Marketing). When I read a book, what I do expect is whatever written inside should be interactive enough to get into my average I.Q brain. The Philip Kotler's marketing management book is the only book of my syllabus that I've read without yawning for a moment. All the topics have been covered, every edition get updated so well that it leaves probably no topic of marketing.
Moreover the examples that's been cite I just fell in love with the author of this book in 2012 when I took admission in MBA(Marketing). When I read a book, what I do expect is whatever written inside should be interactive enough to get into my average I.Q brain.
The Philip Kotler's marketing management book is the only book of my syllabus that I've read without yawning for a moment. All the topics have been covered, every edition get updated so well that it leaves probably no topic of marketing. Moreover the examples that's been cited in the book are from our daily life that after reading a topic it remains in mind forever. I recommended this book to everyone, and again I am gonna say its the best book ever for marketing, interesting more than a Fiction book/ young-adult book.
Thank you Mr. Kotler for making Marketing this much easy and damn interesting. Review Philip Kotler is one of the most regarded authority in the field of marketing. This Kotler's book is a must-read for every marketing student.
The book contains complete fundamental contents on the subject; namely, notion of STP, marketing mix, strategic marketing. It is very comprehensive work. Its detailed explanation on several topics could infuriate some readers who need to know only succinct ideas. Thus, this may not suit for casual learners on the subject. The style of writing is ver Review Philip Kotler is one of the most regarded authority in the field of marketing.
This Kotler's book is a must-read for every marketing student. The book contains complete fundamental contents on the subject; namely, notion of STP, marketing mix, strategic marketing.
It is very comprehensive work. Its detailed explanation on several topics could infuriate some readers who need to know only succinct ideas. Thus, this may not suit for casual learners on the subject. The style of writing is very easy to follow. Recommended for serious marketing learners.
Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world. Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that mar Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes. Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing. He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations. 'He is the father of Marketing Management'.
Marketing management. 1.
MARKETING MANAGEMENT By: SITI NUR AZIZAH ( 0) I.B1 FAKULTAS EKONOMI/ AKUNTANSI. 1. APA PENGERTIAN MANAJEMEN PEMASARAN? Marketing merupakan salah satu kunci keberhasilan bagi suatu perusahaan, dimana marketing bukan hanya prinsip mengenai bagaimana untuk menjual saja, tetapi bagaimana memberikan kepuasan kepada konsumen, agar pendapatkan keuntungan bagi perusahaan. Kata marketing berasal dari market yang berarti pasar. Pasar adalah tempat orang melakukan pertukaran, karena adanya demand yang didukung dengan daya beli, dan juga adanya needs and wants yang berbeda-beda. Marketing sendiri berarti memasarkan, yaitu upaya seorang manusia dalam mendapatkan apa yang diinginkan oleh orang lain.
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Book Preface The Fourteenth Edition of Principles of Marketing! Still Creating More Value for You! The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you—our customer. Our goal is to introduce new marketing students to the fascinating world of modern marketing in an innovative and comprehensive yet practical and enjoyable way. We’ve poured over every page, table, figure, fact, and example in an effort to make this the best text from which to learn about and teach marketing. Enhanced by mymarketinglab, our online homework and personalized study tool, the fourteenth edition creates exceptional value for both students and professors.
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