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Pearson Education Australia PTY. Limited pt^iwn I'dimiidn North Aila ' til Pearson Edtlcacidn de Mtnlco. S.A- dorC.V. Pearson Pdideation Malaysia. E'd-. Put

This book is dedicated to my wife and best friend, Nancy, with love.

This book is ded/cated to my wife, Punarn, and my two daughters, Carolyn and Allison, with much love and thanks-

Philip Kotler is onê of the world's fending authorities on marketing. He is the S. C. Johnson Son Distinguished Professor of International Marketing at the KeJJogg Schoof of Management, Northwestern University. He received his master's degree St the University of Chicago and his Ph.D. ai MIT, bot-h rn economies. He did postdoctoral work in maf hématies at Harvard University and rn behavioral science at the University of Chicago.

Dr. Kotier is the coauthor of Principles of Marketing and Marketing; An Introduction. His Strategic Marketing for Nonprofit Organizations, now fn if s sixth edition, is the best seiier in that specialized area. Dr. iiotier's other books include Marketing Models; The Mew Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotier on Marketing; Lateral Marketing; Ten Deadly Marketing Sins; and Corporate Social Responsibility.

In addition. he ha; published more than one hundred articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist, He is the only three-time winner of the Coveted ¿fpha Kappa Pii award for the best annual ¿rf/cfe poW/shed in the Journal of Marketing.

Professor Kotier was the first recipient of the /American Marketing Association's [AMA) Distinguished Marketing educator Award (1985). The European Association of Marketing Consultants and Saies Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a T97S survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing, in 1995, the Saies and Marketing Executives international (SMEI) named him Marketer of the Yean in 2002, Professor Kotier received the Distinguished Educator Award from The Academy of Marketing Science. He has received honorary doctoral degrees from Stockholm University, the University of Zurich, Athens University of Economics end Business, DePaui University, the Cracow School of Business and Economics, Groupe H.E.C in Paris, the Budapest School of Economic Science and Public Administration, and the University of Economies and Business Administration in Vienna,

Professor Kotier has been a conspirant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honey weil, Bank of America, Merck, SAS Airiines, Michelin, and others In the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the Coiiego of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science institute, a Director of the MAC Group, s member of the Yankeiovich Advisory Board, and a member of the Copernicus Advisory Board. He was s member of the Board of Governors of the School of the Art institute of

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