Marketing Insights from A to Z 80 Concepts Every Manager Needs to Know 1st Edition by Philip Kotler ISBN 0471268674 978-0471268673

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Product details: 

ISBN 10: 0471268674

ISBN 13:  978-0471268673

Author:  Philip Kotler 

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.

Table of contents: 

1 Advertising
2 Brands
3 Business-to-Business Marketing
4 Change
5 Communication and Promotion
6 Companies
7 Competitive Advantage
8 Competitors
9 Consultants
10 Corporate Branding
11 Creativity
12 Customer Needs
13 Customer Orientation
14 Customer Relationship Management (CRM)
15 Customers
16 Customer Satisfaction
17 Database Marketing
18 Design
19 Differentiation
20 Direct Mail
21 Distribution and Channels
22 Employees
23 Entrepreneurship
24 Experiential Marketing
25 Financial Marketing
26 Focusing and Niching
27 Forecasting and the Future
28 Goals and Objectives
29 Growth Strategies
30 Guarantees
31 Image and Emotional Marketing
32 Implementation and Control
33 Information and Analytics
34 Innovation
35 Intangible Assets
36 International Marketing
37 Internet and E-Business
38 Leadership
39 Loyalty
40 Management
41 Marketing Assets and Resources
42 Marketing Department Interfaces
43 Marketing Ethics
44 Marketing Mix
45 Marketing Plans
46 Marketing Research
47 Marketing Roles and Skills
48 Markets
49 Media
50 Mission
51 New Product Development
52 Opportunity
53 Organization
54 Outsourcing
55 Performance Measurement
56 Positioning
57 Price
58 Products
59 Profits
60 Public Relations
61 Quality
62 Recession Marketing
63 Relationship Marketing
64 Retailers and Vendors
65 Sales Force
66 Sales Promotion
67 Segmentation
68 Selling
69 Service
70 Sponsorship
71 Strategy
72 Success and Failure
73 Suppliers
74 Target Markets
75 Technology
76 Telemarketing and Call Centers
77 Trends in Marketing Thinking and Practice
78 Value
79 Word of Mouth
80 Zest

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