Marketing Theory D.B.A.

06
..

Marketing Theory

Phillip Kotler "

"
E. Jerome McCarthy
"



"

William Stanton "

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"

Phillip Kotler

(..
)

1.Production concept
2.Product

concept

3.Seal Concept

4.Marketing Concept
5.Social Marketing Concept
Phillip Kotler
(Mass Market) 1.0
(Product Centric) Mass


2.0 (The Information
Age) (Consumer
Centric)
3.0 (Marketing3.0)


(Emotional Marketing)
(Human Spirit Marketing)

 (Philip Kotler)

(Core Marketing Concept)
(The Production Concept)

(The Product Concept)

 (The Selling Concept)

()
(unsought goods)
(The Marketing concept)

(The Customer concept)

(The Societal
marketing concept)

: Kotler, Phillip (2000). Marketing Management (The

Millennium edition) : 15


4P
7P

(Integrated Marketing Communicaion)

(Kotler & Lane, 2009)

IMC

IMC

360

: 01.it/2012-e-marketing-3-0-parola-di-philip-kotler-2/

: http://www.csrcom.com/article_show.php?id_show=55
:

http://www.smartdraw.com/examples/view/7ps+marketing+mix/