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

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9780471268673: Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know
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The most renowned figure in the world of marketing offers the newrules to the game for marketing professionals and business leadersalike
In Marketing Insights from A to Z, Philip Kotler, one of theundisputed fathers of modern marketing, redefines marketing'sfundamental concepts from A to Z, highlighting how business haschanged and how marketing must change with it. He predicts thatover the next decade marketing techniques will require a completeoverhaul. Furthermore, the future of marketing is in company-widemarketing initiatives, not in a reliance on a single marketingdepartment. This concise, stimulating book relays fundamental ideasfast for busy executives and marketing professionals. MarketingInsights from A to Z presents the enlightened and well-informedmusings of a true master of the art of marketing based on hisdistinguished forty-year career in the business. Other topicsinclude branding, experiential advertising, customer relationshipmanagement, leadership, marketing ethics, positioning, recessionmarketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing andthe S. C. Johnson and Son Distinguished Professor of InternationalMarketing at Northwestern University's Kellogg Graduate School ofManagement, one of the definitive marketing programs in the world.Kotler is the author of twenty books and a consultant to nonprofitorganizations and leading corporations such as IBM, GeneralElectric, Bank of America, and AT&T.

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From the Inside Flap:

In Marketing Insights from A to Z, marketing’s most respectedsage, Philip Kotler, chooses and examines the most importantconcepts of the discipline for today and the future, offering afresh and stimulating take on how marketing will change and howmarketers must change with it.

Kotler highlights eighty of marketing’s fundamentalconcepts, sharing enlightened and informed meditations and thehard-won wisdom of his forty-year career. His unparalleledreasoning illuminates topics such as branding, competitiveadvantage, creativity, customer relationship management, databasemarketing, differentiation, innovation, positioning, andsegmentation.

From "Advertising" to "Zest," topics are organizedalphabetically to allow readers easy access to advice. Relevant andstraightforward, this book is comprehensive enough for managers whowant a complete primer on marketing but also a cutting-edgeresource for seasoned marketers who need to keep up with the latestthinking.

Whether you need a refresher on branding or new strategies onword-of-mouth marketing, Marketing Insights from A to Z will giveyou the tools you need to compete for customers in the rapidlychanging marketplace. It’s an essential tool for managers,CEOs, marketing executives, and anyone who wants to understand thefundamentals.

Over the next decade–and beyond–changing market andconsumer realities will mean the reinvention of marketing itself.Marketers won’t just be in the business of selling whateverproduct their company makes, they’ll be designing company-widemarketing initiatives that encompass branding, customer service,advertising campaigns, and even public relations. MarketingInsights from A to Z lets you keep up with the times byhighlighting the rapid changes happening in the field, bringing afresh outlook to a familiar discipline, and explaining fundamentalideas fast. Ultimately, success will come to those who lead therace into marketing’s future–here’s a guide to helpyou break away from the pack.

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Praise for Philip Kotler’s MARKETING INSIGHTS FROM A to Z

"There’s only one name in marketing: Phil Kotler. Hislatest may be his best–a summa that captures the best of hisinsights, as original today as when he first took pen in hand,forty years ago."
–Tom Peters, author of In Search of Excellence and The Circleof Innovation

"If you are going to buy one book by Philip Kotler, buy thisone. In this accessible, current, and personality-filled read, youwill get the most complete picture possible of what marketing todayis all about."
–Sergio Zyman, author of The End of Advertising as We KnowIt

"This classic and highly respected thinker has brought togetherthe most important ideas from old and new marketing under onecover–the Alpha and Omega of marketing books. Should be on thebookshelf of everybody practicing business today."
–Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group,coauthors of the bestselling The One to One Future: BuildingRelationships One Customer at a Time

"What Peter Drucker is to management, Philip Kotler is tomarketing. Kotler’s ideas are endlessly interesting, relevant,and ahead of the times."
–Al Ries, Ries & Ries, author of The Fall of Advertisingand the Rise of PR

"This book could also be called Marketing Insight: From Genesisto Revelations because it is a bible of marketing truths–andit’s in plain English. The most important and enduringprinciples of marketing are presented with parables and such vividexamples that there are no excuses for anyone not to understandmarketing."
–Roger Blackwell, Professor of Marketing, Fisher College ofBusiness, The Ohio State University, author of Customers Rule!

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