Marketing Insights From a to Z - 80 Concepts Every Manager Needs to Know

Zusatztext "...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) Informationen zum Autor 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. Klappentext The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alikeIn 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. Zusammenfassung In this new book, Philip Kotler redefines marketing concepts from A to Z, highlighting how they have evolved. These enlightened and well-informed musings on the fundamental principles of marketing are based on Kotler's distinguished forty-year career in the business. Inhaltsverzeichnis Advertising 1 Brands 8 Business-to-Business Marketing 15 Change 16 Communication and Promotion 18 Companies 20 Competitive Advantage 22 Competitors 23 Consultants 25 Corporate Branding 26 Creativity 27 Customer Needs 30 Customer Orientation 32 Customer Relationship Management (CRM) 34 Customers 36 Customer Satisfaction 41 Database Marketing 43 Design 46 Differentiation 49 Direct Mail 52 Distribution and Channels 53 Employees 57 Entrepreneurship 60 Experiential Marketing 61 Financial Marketing 62 Focusing and Niching 64 Forecasting and the Future 66 Goals and Objectives 68 Growth Strategies 70 Guarantees 74 Image and Emotional Marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 International Marketing 87 Internet and E-Business 91 Leadership 94 Loyalty 97 Management 99 Marketing Assets and Re...

Sommario

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.

Relazione

"...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)

Dettagli sul prodotto

• Autori: KOTLER, Dr Philip Kotler, P Kotler, Philip Kotler, Philip (Northwestern University) Kotler, Kotler Philip
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 11.03.2003
• EAN: 9780471268673
• ISBN: 978-0-471-26867-3
• Pagine: 224
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Marketing, Business & management, Wirtschaft u. Management, Introductory Marketing