, Marketing
Management 14
PHILIP KOTLER
Northwestern University
KEVIN LANE KELLER
Dartmouth College
Prentice Hall
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
,Editorial Director: Sally Yagan Creative Director: John Christiano
Editor in Chief: Eric Svendsen Senior Art Director: Blair Brown
Executive Editor: Melissa Sabella Text and Cover Designer: Blair Brown
Development Editor: Elisa Adams Lead Media Project Manager: Lisa Rinaldi
Director of Editorial Services: Ashley Santora Editorial Media Project Manager: Denise Vaughn
Editorial Project Manager: Kierra Bloom Full-Service Project Management: Sharon
Editorial Assistant: Elizabeth Scarpa Anderson/BookMasters, Inc.
Director of Marketing: Patrice Lumuba Jones Composition: Integra
Senior Marketing Manager: Anne Fahlgren Printer/Binder: Courier/Kendallville
Senior Managing Editor: Judy Leale Cover Printer: Lehigh-Phoenix Color/Hagerstown
Production Project Manager: Ann Pulido Text Font: 9.5/11.5, Minion
Senior Operations Supervisor: Arnold Vila
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook
appear on appropriate page within text.
Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street,
Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This
publication is protected by Copyright, and permission should be obtained from the publisher prior to any
prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic,
mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please
submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River,
New Jersey 07458.
Many of the designations by manufacturers and seller to distinguish their products are claimed as trademarks.
Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations
have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Kotler, Philip.
Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-210292-6
1. Marketing—Management. I. Keller, Kevin Lane, 1956- II. Title.
HF5415.13.K64 2012
658.8—dc22 2010046655
10 9 8 7 6 5 4 3 2 1
ISBN 13: 978-0-13-210292-6
ISBN 10: 0-13-210292-7
, This book is dedicated to my wife and best friend, Nancy, with love.
– PK
This book is dedicated to my wife, Punam, and my two daughters,
Carolyn and Allison, with much love and thanks.
– KLK
Management 14
PHILIP KOTLER
Northwestern University
KEVIN LANE KELLER
Dartmouth College
Prentice Hall
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
,Editorial Director: Sally Yagan Creative Director: John Christiano
Editor in Chief: Eric Svendsen Senior Art Director: Blair Brown
Executive Editor: Melissa Sabella Text and Cover Designer: Blair Brown
Development Editor: Elisa Adams Lead Media Project Manager: Lisa Rinaldi
Director of Editorial Services: Ashley Santora Editorial Media Project Manager: Denise Vaughn
Editorial Project Manager: Kierra Bloom Full-Service Project Management: Sharon
Editorial Assistant: Elizabeth Scarpa Anderson/BookMasters, Inc.
Director of Marketing: Patrice Lumuba Jones Composition: Integra
Senior Marketing Manager: Anne Fahlgren Printer/Binder: Courier/Kendallville
Senior Managing Editor: Judy Leale Cover Printer: Lehigh-Phoenix Color/Hagerstown
Production Project Manager: Ann Pulido Text Font: 9.5/11.5, Minion
Senior Operations Supervisor: Arnold Vila
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook
appear on appropriate page within text.
Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street,
Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This
publication is protected by Copyright, and permission should be obtained from the publisher prior to any
prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic,
mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please
submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River,
New Jersey 07458.
Many of the designations by manufacturers and seller to distinguish their products are claimed as trademarks.
Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations
have been printed in initial caps or all caps.
Library of Congress Cataloging-in-Publication Data
Kotler, Philip.
Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-210292-6
1. Marketing—Management. I. Keller, Kevin Lane, 1956- II. Title.
HF5415.13.K64 2012
658.8—dc22 2010046655
10 9 8 7 6 5 4 3 2 1
ISBN 13: 978-0-13-210292-6
ISBN 10: 0-13-210292-7
, This book is dedicated to my wife and best friend, Nancy, with love.
– PK
This book is dedicated to my wife, Punam, and my two daughters,
Carolyn and Allison, with much love and thanks.
– KLK
