Market Your Way to Growth

Marketing guru Philip Kotler and global marketing strategist Milton Kotler show you how to survive rough economic waters With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way to Growth presents eight effective ways to grow in even the slowest economy. They include how to increase your market share, develop enthusiastic customers, build your brand, innovate, expand internationally, acquire other businesses, build a great reputation for social responsibility, and more. By engaging any of these pathways to growth, you can achieve growth rates that your competitors will envy. Proven business and marketing advice from leading names in the industry Written by Philip Kotler, the major exponent of planning through segmentation, targeting, and position followed by "e;the 4 Ps of marketing"e; and author of the books Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others Milton Kotler is Chairman and CEO of Kotler Marketing Group, headquartered in Washington, DC, author of A Clear-sighted View of Chinese Marketing, and a frequent contributor to the China business press

Marketing guru Philip Kotler and global marketing strategistMilton Kotler show you how to survive rough economic watersWith the developed world facing slow economic growthsuccessfully competing for a limited customer base means usingcreative and strategic marketing strategies. Market Your Way toGrowth presents eight effective ways to grow in even theslowest economy. They include how to increase your market sharedevelop enthusiastic customers, build your brand, innovate, expandinternationally, acquire other businesses, build a great reputationfor social responsibility, and more. By engaging any of thesepathways to growth, you can achieve growth rates that yourcompetitors will envy.* Proven business and marketing advice from leading names in theindustry* Written by Philip Kotler, the major exponent of planningthrough segmentation, targeting, and position followed by "the 4 Psof marketing" and author of the books Marketing 3.0, Ten DeadlyMarketing Sins, and Corporate Social Responsibilityamong others* Milton Kotler is Chairman and CEO of Kotler Marketing Groupheadquartered in Washington, DC, author of A Clear-sighted Viewof Chinese Marketing, and a frequent contributor to the Chinabusiness press

Introduction: Preparing to Master the EightPathways to Growth xi1 Grow by Building Your Market Share 12 Grow through Developing Committed Customers and Stakeholders 273 Grow by Developing a Powerful Brand 494 Grow by Innovating New Products, Services, and Experiences 735 Grow by International Expansion 1176 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures 1357 Grow by B uilding an Outstanding Reputation for Social Responsibility 1538 Grow by Partnering with Government and NGOs 169Epilogue 191Notes 201Index 207