Kotler's Articles - Can They Help You?
Professor of the international marketing and doctor of philosophy, Kotler is an author of many books on marketing and management, and also he wrote over 100 articles for leading magazines. Ketler received the annual premium Alpha Kappa Psi three times for the best article for "Journal of Marketing". He has also a set of ranks and awards for an outstanding contribution in marketing.
Definition of long-term basic directions of the firm activity, choice of one of growth opportunities not just make the maintenance of strategic planning, but also become a basis for development of marketing plans including plans for manufacture and market activity by each kind of production for the near future.
The author is given a great value to the organization of marketing control, by means of which the company can compare the received results with the planned purposes on a regular basis. There are three types of the marketing control: control over the realization of annual plans, control of profitableness and strategic control. Kotler offers a classification of types of the control, as well as names responsible for this work, formulates the purposes of the control, and tells about its receptions and methods. It is curious, that the author insists on that the auditor of marketing should receive full freedom in carrying out conversations with any persons both in the firm, and outside of it in the analysis of any documentation, etc.
Audit of marketing is a deep research of all parties of the firm activity, beginning from the marketing environment and finishing to the functional components of marketing. Recommendations, which on the basis of the received data the auditor of marketing offers to the company management, enable to see the strong sides and weaknesses of firm and to take necessary measures before the negative tendencies will negatively affect affairs and company prestige.
Kotler convincingly shows, that the principles of firm activity do not vary, when it starts to export the goods, intends to borrow in joint enterprise activity or plans a direct investment in other countries.
Good marketing means, that you are capable to find, develop, keep and increase the markets, on which you would prefer to work. The Majority of people think that the objects of marketing are goods and services ". However these two things are only two elements from all that are objects of marketing.
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