Market Your Way to Growth

PHILIP KOTLER is one of the world’s leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the author of Marketing Management (14th ed.), Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others. He is also the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management. The Financial Times ranked him the fourth most influential management guru, and the Wall Street Journal ranked him the sixth most influential business thinker.MILTON KOTLER is Chairman of Kotler Marketing Group USA, headquartered in Washington, DC, and Kotler Marketing Group China, headquartered in Beijing and recognized as the #1 marketing strategy consultancy in China. He is also author of A Clear-Sighted View of Chinese Business Strategy and a frequent contributor to the China business press.

• Introduction: Preparing to Master the EightPathways to Growth xi1 Grow by Building Your Market Share 12 Grow through Developing Committed Customers and Stakeholders 273 Grow by Developing a Powerful Brand 494 Grow by Innovating New Products, Services, and Experiences 735 Grow by International Expansion 1176 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures 1357 Grow by B uilding an Outstanding Reputation for Social Responsibility 1538 Grow by Partnering with Government and NGOs 169Epilogue 191Notes 201Index 207