Pappu

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 Education Company

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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 do companies exhibit in the marketplace?

■ How are companies and marketers responding to the new challenges?

C

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...