Philip Kotler Marketing Management 14th Edition Slides [WORK]
Philip Kotler Marketing Management 14th Edition Slides
• the contribution of data analytics to strategic decision-making including: • the use of data analytics to generate, prioritise and choose marketing research questions; • the use of data analytics to understand marketing opportunities (from new markets to new products); • the contribution of data analytics to marketing performance management.
The Presentation is an incredible example of how Kotler managed to move the paradigm of marketing strategy/strategy from a static concept to one of a dynamic phenomenon. Kotler defined marketing management as a system of decision making which creates the conditions for customer choice, innovation and competitive advantage. In the new environment where corporations are competing globally there was a need to rethink marketing as a central pillar of the enterprise.
The presentation is built in 3 parts, the first is a literature review where Kotler discusses the foundations of marketing management and how the core concepts of branding, differentiation, and differentiation had lost their validity in the current situation of economic globalization.
Part 2 of the presentation is an exploration of the different marketing management systems that had been advocated in the past to understand the flaws in the past efforts and also to sketch a new model of marketing management that Kotler had invented. He first proposed the Narrative Branding as a method of marketing management.
What really caught my attention was the image of the rockets that had received a marketing management, which is an interesting concept in itself and would bring up a nice discussion on the impact on marketing of the increasing use of social media platforms.
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