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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 Education Company
Upper Saddle River, New Jersey 07458
Marketing Management Millenium Edition, Tenth Edition,
by Philip Kotler
Copyright © 2000 by Prentice-Hall, Inc.
All rights reserved. No part of this book may be reproduced, in any form or by any
means, without permission in writing from the publisher.
Compilation Copyright © 2002 by Pearson Custom Publishing.
This copyright covers material written expressly for this volume by the editor/s as
well as the compilation itself. It does not cover the individual selections herein that
first appeared elsewhere. Permission to reprint these has been obtained by Pearson
Custom Publishing for this edition only. Further reproduction by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system, must be arranged with the individual copyright holders noted.
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Understanding Marketing Management

Marketing in the
We will address the following questions:
■ What are the tasks of marketing?
■ What are the major concepts and tools of marketing?
■ What orientations do companies exhibit in the marketplace?
■ How are companies and marketers responding to the new challenges?


hange is occurring at an accelerating rate; today is not like yesterday, and tomorrow will be different from today. Continuing today’s strategy is risky; so is turning
to a new strategy. Therefore, tomorrow’s successful companies will have to heed three

Global forces will continue to affect everyone’s business and personal life.


Technology will continue to advance and amaze us.


There will be a continuing push toward deregulation of the economic sector.

These three developments—globalization, technological advances, and deregulation—spell endless opportunities. But what is marketing and what does it have to do
with these issues?
Marketing deals with identifying and meeting human and social need...
Millenium Edition
Philip Kotler
Custom Edition for
University of Phoenix
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