(Ebook) Marketing Insights from A to Z 80 Concepts Every Manager Needs to Know 1st Edition by Philip Kotler ISBN 9780471268673 0471268674

(Ebook) Marketing Insights from A to Z 80 Concepts Every Manager Needs to Know 1st Edition by Philip Kotler ISBN 9780471268673 0471268674

(Ebook) Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know 1st Edition by Philip Kotler- Ebook PDF Instant Download/Delivery: 9780471268673, 0471268674
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Product details: 

ISBN 10:  0471268674

ISBN 13: 9780471268673

Author: Philip Kotler

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.

Table of contents: 

A–D
Advertising
Brands
Business-to-Business Marketing
Change
Communication and Promotion
Companies
Competitive Advantage
Competitors
Consultants
Corporate Branding
Creativity
Customer Needs
Customer Orientation
Customer Relationship Management (CRM)
Customers
Customer Satisfaction
Database Marketing
Design
Differentiation
Direct Mail
Distribution and Channels

E–L
Employees
Entrepreneurship
Experiential Marketing
Financial Marketing
Focusing and Niching
Forecasting and the Future
Goals and Objectives
Growth Strategies
Guarantees
Image and Emotional Marketing
Implementation and Control
Information and Analytics
Innovation
Intangible Assets
International Marketing
Internet and E-Business
Leadership
Loyalty

M–R
Management
Marketing Assets and Resources
Marketing Department Interfaces
Marketing Ethics
Marketing Mix
Marketing Plans
Marketing Research
Marketing Roles and Skills
Markets
Media
Mission
New Product Development
Opportunity
Organization
Outsourcing
Performance Measurement
Positioning
Price
Products
Profits
Public Relations
Quality
Recession Marketing
Relationship Marketing
Retailers and Vendors

S–Z
Sales Force
Sales Promotion
Segmentation
Selling
Service
Sponsorship
Strategy
Success and Failure
Suppliers
Target Markets
Technology
Telemarketing and Call Centers
Trends in Marketing Thinking and Practice
Value
Word of Mouth
Zest

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Tags: Philip Kotler, Marketing Insights, from A to Z, 80 Concepts