Framework for Marketing Book Essay

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A FRAMEWORK FOR MARKETING MANAGEMENT A FRAMEWORK FOR MARKETING MANAGEMENT Fifth Edition Philip Kotler Northwestern University Kevin Lane Keller Dartmouth College Editorial Director: Sally Yagan Editor-in-Chief: Eric Svendsen Executive Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Manufacturing Buyer: Cathleen Petersen Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Design: Blair Brown Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Edwards Brothers Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 10/12 Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Copyright © 2012, 2009, 2007, 2003, 2001 by Pearson Education, Inc., Upper Saddle River, New Jersey 07458. Pearson Prentice Hall. All rights reserved. Printed in the United States of America. This publication is protected by Copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to: Rights and Permissions Department. Library of Congress Cataloging-in-Publication Data Kotler, Philip. A framework for marketing management / Philip Kotler, Kevin Lane Keller.—5th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-13-253930-2 1. Marketing—Management. I. Keller, Kevin Lane

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