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PHILIP KOTLER
Northwestern University
k
KEVIN LANE KELLER
Dartmouth College
Upper Saddle River, New Jersey 07458
Library of Congress Cataloging-in-Publication Data
Kotler, Philip.
Marketing management / Philip Kotler, Kevin Keller.—Twelfth ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-13-145757-8
1. Marketing—Management. I. Keller, Kevin Lane, 1956- II. Title.
HF5415.13.K64 2006
658.8—dc22
2004029595
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DEDICATION
This book is dedicated
friend, Nancy, with
to my wife and best
love.
This book is dedicated
to my wife,
and my two daughters,
Carolyn and
with much love and
thanks.
Punam,
Allison,
ABOUT THE AUTHORS
Philip Kotler is one of the world's leading authorities
Johnson & Son Distinguished
School of Management,
on marketing.
Professor of International
Northwestern
He is the 5. C.
at the
Kellogg
University. He received his master's
Marketing
degree
at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics
at Harvard University and in behavioral science at the
University of Chicago.
Dr. Kotler
is the co-author
of Principles of Marketing and Marketing: An
Introduction. His Strategic Marketing for Nonprofit Organizations, now in its sixth
edition, is the best seller in that specialized area. Dr. Kotler's other books
include
Marketing Models; The New Competition; Marketing Professional Services;
Strategic Marketing for Educational Institutions; Marketing for Health Care
Organizations; Marketing Congregations; High Visibility; Social
Marketing;
Marketing Places; The Marketing of Nations; Marketing for Hospitality and
Tourism; Standing Room Only—Strategies for Marketing the Performing Arts;
Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral
Marketing: Ten Deadly Marketing Sins; and Corporate Social Responsibility.
In addition,
he has published
more than one hundred
articles in leading
jour-
nals, including the Harvard Business Review, Sloan Management Review, Business
Horizons, California Management Review, the Journal of Marketing, the Journal
of Marketing Research, Management Science, the Journal of Business Strategy,
and Futurist. He is the only three-time
winner of the coveted
award for the best annual article published
Professor
Kotler
was the
Association's
(AMA)
Distinguished
Marketing
European Association
of Marketing
Consultants
their Prize for Marketing
Thought
first
recipient
Excellence.
by the Academic
Members
Alpha Kappa Psi
in the Journal of Marketing.
of
the
American
Educator
Award
(1985).
The
and Sales Trainers awarded
him
He was chosen as the Leader in
to marketing.
In 1995, the Sales and Marketing
(SMEI) named him Marketer
Distinguished
Educator Award from The Academy
degrees from Stockholm
Zurich,
of Economics
University
including
IBM, General
marketing
He has been
Management
organization,
Chairman
Electric,
Science. He has
University,
Groupe H.E.C. in Paris, the
AT&T, Honeywell,
Bank of
College
of
com-
America,
and
marketing.
of Marketing
of the
Institute
of
a Trustee
Science Institute, a Director of the MAC Group, a member of the
Yankelovich Advisory Board, and a member of the Copernicus Advisory
was a member
Budapest
strategy
Sciences, a Director of the American Marketing Association,
of the Marketing
of
the
and the University
to many major U.S. and foreign
and international
of the
the
University, the University
Merck, SAS Airlines, Michelin, and others in the areas of marketing
planning,
International
in Vienna.
Professor Kotler has been a consultant
panies,
of Marketing
Science and Public Administration,
Economics and Business Administration
con-
Kotler received
and Business, DePaul
Cracow School of Business and Economics,
School of Economic
He also
his original
Executives
of the Year. In 2002, Professor
received honorary doctoral
Athens
Marketing
of the AM A in a 1975 survey.
received the 1978 Paul Converse Award of the AM A, honoring
tribution
Marketing
of the Board of Governors
Board. He
of the School of the Art Institute
of
Chicago and a member of the Advisory
traveled extensively throughout
Board of the Drucker Foundation.
turing to many companies about global marketing
Kevin Lane Keller is the E. B. Osborn Professor of Marketing
Business at Dartmouth
Carnegie-Mellon,
tive on strategic
topic.
College.
Professor
and Duke universities.
brand management
Keller
at the Tuck School of
has degrees
At Dartmouth,
from
Cornell,
he teaches an MBA elec-
and lectures in executive programs
Previously, Professor Keller was on the faculty of the Graduate
Business at Stanford
he has been on the marketing
on that
School of
University, where he also served as the head of the
ing group. Additionally,
market-
faculty at the University
of
California at Berkeley and the University of North Carolina at Chapel Hill, been a
visiting
professor
Management,
at Duke
University
and the Australian
and has two years of industry experience
Graduate
School
as Marketing
of
Consultant
for Bank of America.
Professor Keller's general area of expertise
cific research interest is in how understanding
consumer
behavior
published
in over fifty papers
can improve
marketing
in three
is in consumer marketing.
theories
and concepts
strategies.
His sperelated
to
The research has been
of the major
marketing
journals—the
Journal of Marketing, the Journal of Marketing Research, and the Journal of
Consumer Research. He also has served on the Editorial
journals.
Review Boards of those
His research has been widely cited and has received numerous
Professor
Keller is acknowledged
study of brands, branding,
with industry,
as one of the international
and strategic
brand management.
he has worked on a host of different
He has served as brand confidant
cessful brands, including
to marketers
Accenture,
American
leaders in the
involved
types of marketing
projects.
for some of the world's most sucExpress, Disney, Ford, Intel, Levi
with other top companies such as Allstate,
Blue Cross Blue Shield, Campbell
Mayo Clinic, Nordstrom,
academic trustee
conducted
Soup, General
Beiersdorf
Mills, Goodyear,
addition(Nivea),
Kodak,
The
Shell Oil, Unilever, and Young & Rubicam. He is also an
for the Marketing
marketing
awards.
Actively
Strauss, Miller Brewing, Procter & Gamble, and Starbucks. He has done
al brand consulting
Science Institute.
seminars and workshops
A popular
speaker, he has
with top executives in a variety of
forums.
Professor Keller is currently
conducting
studies that address marketing
strate-
gies and tactics to build, measure, and manage brand equity. His textbook
those subjects, Strategic Brand Management, the second edition
published
September
2002 by Prentice-Hall,
has been heralded
on
of which was
as the "bible
of
branding."
An avid sports, music, and film enthusiast,
age and market
one of Australia's
great
in his spare time, he helps to man-
rock and roll treasures,
The Church.
Professor Keller lives in New Hampshire
with his wife, Punam (also a Tuck mar-
keting professor),
Carolyn and
and his two daughters,
Allison.
He has
Europe, Asia, and South America, advising and lecopportunities.
BRIEF CONTENTS
Preface
xxix
PART 1
Understanding Marketing Management
Chapter 1
Chapter 2
Defining Marketing for the 21st Century 3
Developing Marketing Strategies and Plans
PART 2
Capturing M a r k e t i n g Insights
Chapter 3
Chapter 4
Gathering Information and Scanning the Environment 71
Conducting Marketing Research and Forecasting Demand
PART 3
Connecting with Customers
Chapter
Chapter
Chapter
Chapter
5
6
7
8
2
35
70
101
138
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets 173
Analyzing Business Markets 209
Identifying Market Segments and Targets 239
PART 4
Building Strong Brands
Chapter 9
Chapter 10
Chapter 11
Creating Brand Equity 273
Crafting the Brand Positioning 309
Dealing with Competition 341
139
272
PART 5
Shaping t h e Market Offerings
Chapter 12
Chapter 13
Chapter 14
Setting Product Strategy 371
Designing and Managing Services 401
Developing Pricing Strategies and Programs
PART 6
Delivering Value
Chapter 15
Chapter 16
Designing and Managing Value Networks and Channels
Managing Retailing, Wholesaling, and Logistics 503
PART 7
C o m m u n i c a t i n g Value
Chapter 17
Chapter 18
Designing and Managing Integrated Marketing Communications 535
Managing Mass Communications: Advertising, Sales Promotions,
Events, and Public Relations 567
Managing Personal Communications: Direct Marketing
and Personal Selling 603
Chapter 19
370
466
PART 8
C r e a t i n g Successful Long-Term G r o w t h
Introducing New Market Offerings 633
Tapping into Global Markets 667
Managing a Holistic Marketing Organization
Glossary
A1
G1
Image Credits
Name Index
C1
11
Company, Brand, and Organization Index
Subject Index
112
467
534
Chapter 20
Chapter 21
Chapter 22
Appendix
431
14
632
695