Marketing Insights from A to Z
80 Concepts Every Manager Needs to Know
By (author) Philip Kotler
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Marketing Insights from A to Z by Philip Kotler
Book DescriptionThe 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.
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Book DetailsISBN: 9780471268673
(239mm x 163mm x 20mm)
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 11-Mar-2003
Country of Publication: United States
Books By Author Philip Kotler
Marketing 4.0, Hardback (December 2016)
Marketing has changed forever this is what comes next Marketing 4. 0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing.
Democracy in Decline, Paperback (June 2016)
An examination by the 'father of modern marketing' into how well a long cherished product (democracy) is satisfying the needs of its consumers (citizens), bringing conversation and solutions on how we can all do our bit to bring about positive change.
Quintessence of Strategic Management, Hardback (May 2016)» View all books by Philip Kotler
The Quintessence of Strategic Management provides a basic understanding of strategic management. Readers will find the most important strategy tools, how they interact, and a synthesis of the respective original literature on the subject.
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Author Biography - Philip Kotler
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.
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