According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions"If you had the opportunity to ask one of the world's preeminent authorities on marketing one question, what would you ask? Now you don't have to decide. According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into an immensely readable question and answer format. Based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists, the book reveals the revolutionary theories of one of the profession's most revered experts, with Kotler providing insightful, thought-provoking answers to questions such as: * What skills do marketing managers need to be successful? * What metrics can companies use to judge marketing performance? * What marketing strategies make sense during a recession? * How is the role of marketing changing today in the light of globalization and new technology? * What will the marketing department of the future look like? According to Kotler is a fascinating, landmark book that you'll refer to again and again, It will forever change the way you think about marketing." |
Contents
PART | 1 |
Is it possible that the products available today meet all or almost | 7 |
Why is marketing the best way to satisfy individual needs? | 8 |
What is holistic marketing? How does it differ from traditional | 19 |
How will organizations be affected by the substantial increase in | 25 |
What are the major impediments to effective marketing? | 33 |
Marketing Strategy | 43 |
Targeting | 51 |
How can a company sell to some customers directly without losing | 80 |
Do you see companies as setting their communication budgets | 83 |
What is the best way to improve the use of sales promotion? | 89 |
Marketing Planning | 95 |
How have marketing departments become 1P marketers promotion | 103 |
Marketing Control | 109 |
Direct Marketing | 115 |
What kinds of companies will benefit most from using CRM? | 121 |
Common terms and phrases
advertising agencies airlines attract becoming behavior benefits better brand managers budget build business-to-business buyer buzz marketing challenge channels communication compa company needs company's competitive competitors computers consumer costs countries create database deliver develop direct marketing effective employees example firm focus groups furniture global ideas IKEA impact industry Ingvar Kamprad innovation Internet investments Jack Welch keting leaders loyal customers loyalty major manufacturers market research market segments marketing department marketing managers marketing mix marketing plan marketing strategy mass marketing mega-retailers ment multinationals nation branding niche offering panies percent Procter & Gamble profits programs public relations purchasing relationship marketing retailers role sales force sales promotion salespeople satisfy sell skills social marketing social responsibility spending sumer suppliers target market tion tomers trade promotion USAA Wal-Mart