Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know (Google eBook)

Front Cover
John Wiley & Sons, Jan 6, 2011 - Business & Economics - 224 pages
12 Reviews
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.
  

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

User Review  - Damla Kaan - Goodreads

Everyone knows that Kotler is father of marketing. So you learn thiny details of marketing, you can read. But for today's marketing apprehension is old. Read full review

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

User Review  - Omar Amin - Goodreads

one of the best condensed books i've ever read Read full review

Selected pages

Contents

Advertising
1
Brands
8
BusinesstoBusiness Marketing
15
Change
16
Communication and Promotion
18
Companies
20
Competitive Advantage
22
Competitors
23
Marketing Ethics
106
Marketing Mix
108
Marketing Plans
112
Marketing Research
115
Marketing Roles and Skills
119
Markets
121
Media
123
Mission
124

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 EBusiness
91
Leadership
94
Loyalty
97
Management
99
Marketing Assets and Resources
101
Marketing Department Interfaces
102
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
Copyright

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Page 3 - Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
Page 2 - Advertising may be described as the science of arresting the human intelligence long enough to get money from it.

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About the author (2011)

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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