Marketing Management, 15^th Edition¶

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson.

Type: Book
Intellectual base: Textbook
Year: 2016
Link: https://www.pearson.com/en-us/subject-catalog/p/Kotler-Marketing-Management-15th-Edition/P200000007478?view=educator
Cited from: data_science, mathematics

Cited by¶

4 citations across 4 artifacts.

Each citation links to the sentence it supports in the citing article.

Primes¶

Funnel Analysis
- Per-stage drop-off shows whether the bottleneck is reach, qualification, pricing, or close.
  This sourceStandard marketing text presenting the purchase/marketing funnel (awareness → consideration → conversion; lead → qualified → opportunity → close) and the AIDA hierarchy-of-effects, the canonical sales/marketing conversion-funnel framing.
Intersection
- to feature targeting (each criterion's audience, the joint audience, the empty case meaning "no addressable market"),
  This sourceEstablishes that a usable target market is the intersection of segmentation criteria and must be Substantial (and Measurable/Accessible/Differentiable/Actionable) — too narrow an intersection leaves no viable addressable market.
Surjectivity
- In business and operations it is market coverage (every segment must be reached by some channel or product), distribution that must serve every territory, and the audit requirement that every transaction class be sampled.

Mechanisms¶

Customer Segmentation Model
- A usable segment must be more than a label: it has to be measurable
  This sourceLists measurable, accessible, substantial, and actionable as requirements for effective market segments.

Verification¶

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Links previously used in the corpus¶

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