Marketing Insights from A to Z 80 Concepts Every Manager Needs to Know
Produktdetaljer
Biographical note
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.
“…he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom…”(Better Business) <p>“…this wonderful work…Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice…”(Marketing Business, June 2003)</p> <p>‘…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)</p> <p>“…might be his best…this book blazes with intensity and insight…” (Marketing Insights from A to ~Z Argent, Vol.2, Issue 4, 2003)</p> <p>“…Sounds like a dull rehash of conventional wisdom’s but is far from it…”(Brand Strategy, September 2003)</p>
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.
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
Praise for Philip Kotler's MARKETING INSIGHTS FROM A to Z
"There's only one name in marketing: Phil Kotler. His latest may be his besta 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 coverthe 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. Kotler's 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 truthsand it's 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!
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 decadeand beyondchanging 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 futurehere's a guide to help you break away from the pack.
Produktdetaljer
Biographical note
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.