Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

ISBN-13: 9780471268673 / Angielski / Twarda / 2003 / 224 str.

Philip Kotler

Opis

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike
In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

Recenzje

he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom (Better Business)

this wonderful work Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice (Marketing Business, June 2003)

So many potentially good British businesses fail at the basics of marketing traditionally confused with selling that this book cannot be recommended too highly. (Director, July 2003)

might be his best this book blazes with intensity and insight (Marketing Insights from A to ∼Z Argent, Vol.2, Issue 4, 2003)

Sounds like a dull rehash of conventional wisdom s but is far from it (Brand Strategy, September 2003)

Spis treści

Advertising.

Brands.

Business–to–Business Marketing.

Change.

Communication and Promotion.

Companies.

Competitive Advantage.

Competitors.

Consultants.

Corporate Branding.

Creativity.

Customer Needs.

Customer Orientation.

Customer Relationship Management (CRM).

Customers.

Customer Satisfaction.

Database Marketing.

Design.

Differentiation.

Direct Mail.

Distribution and Channels.

Employees.

Entrepreneurship.

Experiential Marketing.

Financial Marketing.

Focusing and Niching.

Forecasting and the Future.

Goals and Objectives.

Growth Strategies.

Guarantees.

Image and Emotional Marketing.

Implementation and Control.

Information and Analytics.

Innovation.

Intangible Assets.

International Marketing.

Internet and E–Business.

Leadership.

Loyalty.

Management.

Marketing Assets and Resources.

Marketing Department Interfaces.

Marketing Ethics.

Marketing Mix.

Marketing Plans.

Marketing Research.

Marketing Roles and Skills.

Markets.

Media.

Mission.

New Product Development.

Opportunity.

Organization.

Outsourcing.

Performance Measurement.

Positioning.

Price.

Products.

Profits.

Public Relations.

Quality.

Recession Marketing.  

Relationship Marketing.

Retailers and Vendors.

Sales Force.

Sales Promotion.

Segmentation.

Selling.

Service.

Sponsorship.

Strategy.

Success and Failure.

Suppliers.

Target Markets.

Technology.

Telemarketing and Call Centers.

Trends in Marketing Thinking and Practice.

Value.

Word of Mouth.

Zest.

Notes.

Index.

O autorze

PHILIP KOTLER, known as "the Father of Modern Marketing," is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University s Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty–five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT&T, and Michelin.

Blurb

Praise for Philip Kotler’s MARKETING INSIGHTS FROM A to Z

"There’s only one name in marketing: Phil Kotler. His latest may be his best a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago."
Tom Peters, author of In Search of Excellence and The Circle of Innovation

"If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality–filled read, you will get the most complete picture possible of what marketing today is all about."
Sergio Zyman, author of The End of Advertising as We Know It

"This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today."
Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a Time

"What Peter Drucker is to management, Philip Kotler is to marketing. Kotler’s ideas are endlessly interesting, relevant, and ahead of the times."
Al Ries, Ries & Ries, author of The Fall of Advertising and the Rise of PR

"This book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths and it’s in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing."
Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule!