Page 23 - Marketing Management

Albert Page, University of Illinois, Chicago Michael Swenso, Brigham Young University,
Young-Hoon Park, Cornell University Marriott School
Koen Pauwels, Dartmouth College Thomas Tellefsen, The College of Staten Island–CUNY
Lisa Klein Pearo, Cornell University Daniel Turner, University of Washington
Keith Penney, Webster University Sean Valentine, University of Wyoming
Patricia Perry, University of Alabama Ann Veeck, West Michigan University
Mike Powell, North Georgia College and State University R. Venkatesh, University of Pittsburgh
Hank Pruden, Golden Gate University Edward Volchok, Stevens Institute of Management
Christopher Puto, Arizona State University D. J. Wasmer, St. Mary-of-the-Woods College
Abe Qstin, Lakeland University Zac Williams, Mississippi State University
Lopo Rego, University of Iowa Greg Wood, Canisius College
Richard Rexeisen, University of St. Thomas Kevin Zeng Zhou, University of Hong Kong
William Rice, California State University–Fresno A warm welcome and many thanks to the following people
Scott D. Roberts, Northern Arizona University who contributed to the global case studies developed for
Bill Robinson, Purdue University the 14th edition:
Robert Roe, University of Wyoming Mairead Brady, Trinity College
Jan Napoleon Saykiewicz, Duquesne University John R. Brooks, Jr., Houston Baptist University
Larry Schramm, Oakland University Sylvain Charlebois, University of Regina
Alex Sharland, Hofstra University Geoffrey da Silva, Temasek Business School
Dean Siewers, Rochester Institute of Technology Malcolm Goodman, Durham University
Anusorn Singhapakdi, Old Dominion University Torben Hansen, Copenhagen Business School
Jim Skertich, Upper Iowa University Abraham Koshy, Sanjeev Tripathi, and Abhishek, Indian
Allen Smith, Florida Atlantic University Institute of Management Ahmedabad
Joe Spencer, Anderson University Peter Ling, Edith Cowan University
Mark Spriggs, University of St. Thomas Marianne Marando, Seneca College
Nancy Stephens, Arizona State University Lu Taihong, Sun Yat-Sen University

The talented staff at Prentice Hall deserves praise for their role in shaping the 14th edition. We
want to thank our editor, Melissa Sabella, for her contribution to this revision. We also want to
thank our project manager, Kierra Bloom, for making sure everything was moving along and
falling into place in such a personable way, both with regard to the book and supplements. We
benefited greatly from the superb editorial help of Elisa Adams, who lent her considerable tal-
ents as a development editor to this edition. We also want to acknowledge the fine production
work of Ann Pulido, the creative design work of Blair Brown, and the editorial assistance of
Elizabeth Scarpa. We thank Denise Vaughn for her work on the media package. We also thank
our marketing manager, Anne Fahlgren.
Philip Kotler
S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University
Evanston, Illinois
Kevin Lane Keller

E. B. Osborn Professor of Marketing
Tuck School of Business
Dartmouth College
Hanover, New Hampshire

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