Market Your Way to Growth 8 Ways to Win

PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the author of Marketing Management (14th ed.), Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others. He is also the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. The Financial Times ranked him the fourth most influential management guru, and the Wall Street Journal ranked him the sixth most influential business thinker.

MILTON KOTLER is Chairman of Kotler Marketing Group USA, headquartered in Washington, DC, and Kotler Marketing Group China, headquartered in Beijing and recognized as the #1 marketing strategy consultancy in China. He is also author of A Clear-Sighted View of Chinese Business Strategy and a frequent contributor to the China business press.

If you think that companies can't grow in a low-growth economy, Market Your Way to Growth will change your mind. Most companies anchor their growth plans in one or two strategies, often adopted before the world became so globalized and technologically-advanced. Companies now need to examine all eight strategies that might promise fresh growth. Is your company innovative? Is your brand as strong as it could be? Are your customers satisfied and loyal? Are you able to wrest share from competitors? Have you moved into China, Brazil, or some higher growth markets? Have you done acquisitions and built new alliances? Have you been winning new customers by showing your deeply felt values? Have you partnered with governments and NGOs on new projects? See what dozens of other companies are doing to achieve higher growth in a low-growth world economy or industry.

Introduction: Preparing to Master the Eight

Pathways to Growth xi

1 Grow by Building Your Market Share 1

2 Grow through Developing Committed Customers and Stakeholders 27

3 Grow by Developing a Powerful Brand 49

4 Grow by Innovating New Products, Services, and Experiences 73

5 Grow by International Expansion 117

6 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures 135

7 Grow by B uilding an Outstanding Reputation for Social Responsibility 153

8 Grow by Partnering with Government and NGOs 169

Epilogue 191

Notes 201

Index 207

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