Market Your Way to Growth : 8 Ways to Win

242 Pages·2012·3.92 MB·English

Praise for Market Your Way
to Growth
“Theworldeconomicorderhasbeenreset,andtheonlywaytosurviveistogrow
continuouslyandsustainably.Thisbookisacompellingroadmaptoachieving
growthbasedonfirstprinciplesthatbusinessesneedtofollowtonegotiateachal-
lengingyetpromisingfuture.TheinsightsofPhilipandMiltonKotlerareinci-
siveandperceptive,andtheyprovideablueprintforasuccessful enterprise—a
mustread.”
—MukeshD.Ambani,ChairmanandManaging
Director,RelianceIndustriesLimited,India
“PhilKotlerhasdoneitagain,givingusasuperbdistillationoftheBigIssuesof
thesedifficulttimesandpragmaticadviceonhowcompaniescangrow.”
—ShumeetBanerji,CEO,Booz&Company
“Ithinkthatcompanieswouldbenefitgreatlyiftheirseniormanagementwould
readanddiscusstheeightwaystoachievegrowthinthisdifficultworldeconomy.
Theywouldrecognizepathwaystogrowththattheyhaveoverlooked.”
—RamCharan,businessconsultantandauthorof
Execution:TheDisciplineofGettingThingsDone
andotherbest-sellingbusinessbooks
“Phil Kotler is the reigningsage of marketing,with vastknowledge, penetrat-
ing insight, and a fabulous ability to synthesize a complex topic into truthful
simplicity.Amasterteacher,Kotlercontinuestoshapethemindsofmarketing
leaders around the world—and through his writing,he canshape your mind,
too.”
—JimCollins,authorGoodtoGreat andBuilttoLast
“MarketYourWaytoGrowth goeswaybeyondmarketing.Itprovidesafantastic
frameworkforstrategicleadership!”
—MarshallGoldsmith,executivecoachandauthorof
NewYorkTimes bestsellersMojo andWhat
GotYouHereWon’tGetYouThere
“Inthis period of slow growth, this book is bound to stimulate new thoughts
onstrategy.”
—WenBoHe,President,ChinaBaoSteelCorporation
“KMGChinahelped ustouse these eightpathways togrowour civilaviation
industrialparkinXian.Weputcustomerdemandbeforemanufacturingstart-
up.WearenowthelargestgeneralaviationairbaseinChina.”
—QianShengJi,CEO,China(Yanliang)National
AviationHi-techIndustrialBase
“MarketYourWaytoGrowth:8WaystoWinofferscompellinginsightsforpublic
companiesthatareoperatinginarapidlychangingandchallengingglobalmar-
ketplace.Thedevelopedmarketsareslow,andemergingmarketsareonthefast
track.”
—WilliamR.Johnson,Chairman,President,
andCEO,H.J.HeinzCompany
“Constantself-renewalisoneoftheessentialtraitsforanybusinessleader,andis
animportantthemeintheKotlers’book.Theirwisdom,keenpowersofobser-
vation,richexperience, andcommonsense will surely makethisanimportant
andpracticalbusinessbook.”
—RobinLi,Co-Founder,ChairmanandCEOofBaidu,Inc.
“In these uncertain times, growth is the single biggest challenge facing busi-
nessesacrosstheworld.TheKotlerbrothershaveprovidedacomprehensiveand
valuableguideforbusinessesseekingfreshwaystogrow.”
—N.R.NarayanaMurthy,ChairmanEmeritus,Infosys,India
“TheKotlerbrothersarethemastersofmarketingandstrategy!Theycanshow
youhowtoturnyourmarketingstrategyintoagrowthstrategy.”
—HermannSimon,Chairmanofglobalconsultancy
Simon,Kucher&PartnersandauthorofHidden
Championsofthe21stCentury
“Abrilliantguideforallbusinessleadersseekingtomovetheircompaniestothe
fastlane,writtenbythegreatestmindsinstrategicmarketing.”
—PrijonoSugiarto,CEO,AstraInternational,Indonesia
“PhilipKotlerandMiltonKotlerhavegivenusmanyinsightfulsuggestionsand
much help. Their theory is leadingus to find new ways to growinthe global
market.”
—XiuGuoTang,FounderandCEO,SANYGroup
“The eight pathways are a great place for a leadership team to start ideating
about stepping up growthin what is likely a low-growth environmentfor the
nextdecade.”
—PeterF.Volanakis,FormerPresidentandCOO,CorningInc.
“Bettermarketingisvitalforbusinessesintheeraofsocialmediaandeconomic
turbulence.Ibelievebusinessleadersshouldallthinkstrategicallyaboutmarket-
ing,asdemonstratedinPhilipandMiltonKotler’sbook.”
—ShiWang,Founder,VankeGroup
“TheKotlerbrothershaveprovidedapragmaticandholisticapproachtodeliv-
eringsustainable,profitablegrowth.Theypositiontheeightpathwaysandmar-
ketingasthestrategiccenterpointofthetransformationtohighergrowth.”
—KatharynM.White,VicePresidentMarketing,
IBMGlobalBusinessServices
“TheKotlerbrothershavemadenewcontributionstogrowthstrategy.Ourcom-
panyisactivelypracticingthese eightstrategiesandbecomingamajorforcein
theglobaleconomy.”
—GuangQuanWu,CEO,ChinaAVICInternational
“PhilipKotlerandMiltonKotler’sbookisasuperbrefreshercourseformanaging
andstrategizinginaperiodofslowgrowth.”
—HangXu,CEO,MindrayGroup
“TheKotlerbrothershavemadeafreshcontributiontotheliteratureongrowth.”
—YuanQingYang,ChairmanandCEO,LenovoGroup
“After Marketing3.0,PhilipKotler isagainleadingthe waytothinkingabout
how to get out of the current slow growth period grippingtoday’s companies
andcountries.”
—RuiMinZhang,FounderandCEO,HaierGroup

WAYS TO WIN
PHILIP AND MILTON
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10 9 8 7 6 5 4 3 2 1
FromPhilip:
To Nancy,my wife, my love, for yourhumorand
wisdomthatI treasure.
Tomy international friendswhogave me insightinto theeconomies
of theircountries: Evert Gummesson (Sweden), Pietro Guido(Italy),
MasatoshiIto (Japan), Hermawan Kartajaya (Indonesia),
FahimKibria (WorldMarketingSummit), Kam Hon Lee (China),
Jose Salibi (Brazil), Hermann Simon (Germany),
and Walter Vieira(India).
FromMilton:
ToGreta Kotler, my partner inlove, infamily, inwork andthought.
ToCao Hu,my steadfast colleague inbuilding
Kotler MarketinginChina.