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

Description: Marketing Insights from A to Z by Philip Kotler 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 Kotlers distinguished forty-year career in the business. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 marketings 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 Universitys 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. Notes A concise, candid and accessible book which relays fundamentalideas fast for a general, non-specialist marketing audience. Back Cover Praise for Philip Kotlers MARKETING INSIGHTS FROM A to Z "Theres 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. Kotlers 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 its 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! Flap In Marketing Insights from A to Z, marketing’s most respected sage, Philip Kotler, chooses and examines the most important concepts of the discipline for today and the future, offering a fresh and stimulating take on how marketing will change and how marketers must change with it. Kotler highlights eighty of marketing’s fundamental concepts, sharing enlightened and informed meditations and the hard-won wisdom of his forty-year career. His unparalleled reasoning illuminates topics such as branding, competitive advantage, creativity, customer relationship management, database marketing, differentiation, innovation, positioning, and segmentation. From "Advertising" to "Zest," topics are organized alphabetically to allow readers easy access to advice. Relevant and straightforward, this book is comprehensive enough for managers who want a complete primer on marketing but also a cutting-edge resource for seasoned marketers who need to keep up with the latest thinking. Whether you need a refresher on branding or new strategies on word-of-mouth marketing, Marketing Insights from A to Z will give you the tools you need to compete for customers in the rapidly changing marketplace. It’s an essential tool for managers, CEOs, marketing executives, and anyone who wants to understand the fundamentals. Over the next decade–and beyond–changing market and consumer realities will mean the reinvention of marketing itself. Marketers won’t just be in the business of selling whatever product their company makes, they’ll be designing company-wide marketing initiatives that encompass branding, customer service, advertising campaigns, and even public relations. Marketing Insights from A to Z lets you keep up with the times by highlighting the rapid changes happening in the field, bringing a fresh outlook to a familiar discipline, and explaining fundamental ideas fast. Ultimately, success will come to those who lead the race into marketing’s future–here’s a guide to help you break away from the pack. Author Biography PHILIP KOTLER, known as "the Father of Modern Marketing," is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern Universitys 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. Table of Contents 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 Resources 101 Marketing Department Interfaces 102 Marketing Ethics 106 Marketing Mix 108 Marketing Plans 112 Marketing Research 115 Marketing Roles and Skills 119 Markets 121 Media 123 Mission 124 New Product Development 126 Opportunity 128 Organization 130 Outsourcing 131 Performance Measurement 133 Positioning 135 Price 138 Products 140 Profits 142 Public Relations 145 Quality 147 Recession Marketing 149 Relationship Marketing 151 Retailers and Vendors 154 Sales Force 157 Sales Promotion 160 Segmentation 162 Selling 164 Service 167 Sponsorship 169 Strategy 171 Success and Failure 175 Suppliers 176 Target Markets 177 Technology 178 Telemarketing and Call Centers 179 Trends in Marketing Thinking and Practice 181 Value 183 Word of Mouth 185 Zest 187 Notes 189 Index 195 Review "…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 wisdoms but is far from it…"(Brand Strategy, September 2003) Long Description Praise for Philip Kotlers MARKETING INSIGHTS FROM A to Z "Theres 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. Kotlers 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 its 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! Review Text ??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) Review Quote "...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 wisdoms but is far from it..."(Brand Strategy, September 2003) Promotional "Headline" "...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 Feature Philip Kotler is commonly regarded as "the Father of Marketing." An easily accessible examination of the new rules for marketers. Kotler has authored several other books in the field of marketing, all of which have become successful classics. Details ISBN0471268674 Author Philip Kotler Language English ISBN-10 0471268674 ISBN-13 9780471268673 Media Book Format Hardcover DEWEY 658.8 Year 2003 Imprint John Wiley & Sons Inc Subtitle 80 Concepts Every Manager Needs to Know Place of Publication New York Country of Publication United States Edition 1st Residence Evanston, IL, US Birth 1931 Pages 224 Illustrations black & white illustrations Short Title MARKETING INSIGHTS FROM A TO Z DOI 10.1604/9780471268673 UK Release Date 2003-03-11 AU Release Date 2003-03-11 NZ Release Date 2003-03-11 US Release Date 2003-03-11 Publisher John Wiley & Sons Inc Publication Date 2003-03-11 Audience Professional & Vocational We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! 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