Marketing is the art of identifying and fulfilling consumer needs.All kinds of organizations face marketing problems:<ul><li>Corporations fight for market share and revenue</li><li>Universities compete for students</li><li>Politicians cultivate their public image to get votes</li><li>Cultural institutions want to attract more visitors</li></ul>All organizations want to attract resources from the public, such as: money, interest, engagement, votes etc. The challenge is figuring out how to persuade people to hand them over.

Marketing

<ol><li>Responsive marketing -- it's about identifying and fulfilling pre-existing needs.</li><li>Anticipative marketing -- it's about recognizing trends in society and building products that fulfill newly emerging needs.</li><li>Need-shaping marketing -- it's about creating needs that don't exist yet. This requires large investments in innovation and development.</li></ol>

Marketing types

This method is based on offering people some perceived value in return for their resources.Steps:<ol><li>Research market opportunities</li><li>Choose a target market</li><li>Decide on a unique positioning</li><li>Implement marketing tactics</li><li>Evaluate the results</li></ol>These steps form a circular process that can be repeated to adapt to new market conditions.

5-step marketing method

Creating a marketing plan is critical for the success of any company. The plan doubles as an alignment tool because it enables managers to brainstorm ideas and communicate shared visions and goals with one another.What to include in the plan:<ul><li>Summary of the current situation of the company and the market</li><li>Marketing objectives for the year</li><li>Chosen marketing strategy</li><li>Action plan</li><li>Methods for evaluation</li></ul>Make the plan clear and concise. Keep it under one page so everyone in the company can read it.

Make a plan

Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers. For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book.

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Kotler On Marketing

Marketing

Marketing types

5-step marketing method

Make a plan

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Kotler On Marketing

This Is Marketing

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Kotler On Marketing

Marketing

Marketing types

5-step marketing method

Make a plan

IDEAS ABOUT

MORE LIKE THIS

Kotler On Marketing

This Is Marketing

This Is Marketing

It's time to

READ

LIKE

A PRO!

Bite-sized knowledge
to upgrade
your career