Kotler Marketing Insights from A to Z

80 Concepts Every Manager Needs to Know
1. Auflage 2011
ISBN: 978-1-118-04561-9
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

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.

Autoren/Hrsg.

Kotler, Philip

Inhaltsverzeichnis

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.
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.
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.
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.
Notes.
Index.

Über Autor(innen)

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.