文档介绍：Marketing
Management,
Millenium Edition
Philip Kotler
Custom Edition for
University of Phoenix
Excerpts taken from:
A Framework for Marketing Management,
by Philip Kotler
Copyright © 2001by Prentice-Hall, Inc.
A Pearson pany
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Marketing Management Millenium Edition, Tenth Edition,
by Philip Kotler
Copyright © 2000 by Prentice-Hall, Inc.
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SECTION ONE
Understanding Marketing Management
Marketing in the
Twenty-First
Century
We will address the following questions:
■ What are the tasks of marketing?
■ What are the major concepts and tools of marketing?
■ What orientations panies exhibit in the marketplace?
■ How panies and marketers responding to the new challenges?
hange is occurring at an accelerating rate; today is not like yesterday, and tomor-
Crow will be different from today. Continuing today’s strategy is risky; so is turning
to a new strategy. Therefore, tomorrow’s panies will have to heed three
cer