tailieunhanh - Marketing Management

Change 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 certainties: 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. | 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. This special edition published in cooperation with Pearson Custom Publishing Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Please visit our web site at ISBN 0-536-63099-2 BA 993095 Pearson Custom Publishing PEARSON CUSTOM PUBLISHING 75 Arlington Street Suite 300 Boston MA 02116 A Pearson Education Company SECTION .