INTERNATIONAL EDITION Philip Kotler 2003 MARKETING MANAGEMENT ELEVENTH EDITION WWW.prenhall.com/kotler
อ.พลกฤษณ์ ไพรสานฑ์วณิชกุล ผู้ช่วยคณบดีฝ่ายวิชาการ คณะบริหารธุรกิจ ผู้นำเสนอ อ.พลกฤษณ์ ไพรสานฑ์วณิชกุล ผู้ช่วยคณบดีฝ่ายวิชาการ คณะบริหารธุรกิจ
PART 1 : Understanding Marketing Management PART 2 : Analyzing Marketing Opportunities PART 3 : Developing Market Strategies PART 4 : Shaping The Market Offering PART 5 : Managing and Delivering Marketing Program
New Economy Mass Marketing Standardized Products Economies of Scale
A Substantial Increase in Buying Power New Economy A Substantial Increase in Buying Power Tweens Female Gent x Gent Grey
A Great Variety of Available Good and Service Information → Research Persons → Celebrity Brand Places Properties
Organization Favorable Image Ethics Social Natural
Segmentation Income Nation Sex Age Gent Family Social Class Brand Loyalty Life Cycle Region Climate Urban Benefit Rural
NICHE DIFFERENT Targeting
Services Product Man POSITIONING Quality Value Image Relationship Brand