Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know
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.
Very Textbook-- Predictable Marketing Prescriptions!
By A Customer - April 20, 2003
Philip Kotler is a strong personal brand in the marketing field. He has aggressively launched many marketing books in recent years in order to build on--- leverage on his personal brand equity as one of the "top-edge marketing gurus"in the world. But gurus definitely need to have breakthrough ideas in their fields in order to back their gurus' status up.There is nothing new and exciting from a book written by a marketing guru here who bragged himself as professional in the marketing field for forty years in the Preface of the book.I do understand that this book targets at more junior or middle management levels managers either in the marketing field or the related or non-related fields. However, this book is too basic, assuming that the aforesaid managers are just so naive, ignorant or green about marketing. A lot of information in the book can be sourced from the internet Free of Charge easily!What Philip Kotler wrote in this book is more like Cliff Notes, presenting an... read more
By Carlos Rego "C.Rego" - December 25, 2007
What impressed me the most in this book was how Kotler was able to speak in detail about key marketing subjects in only two or three pages. I red much bigger texts in other books, about the same subjects, and they didn't gave me more information than this Kotler's book. It's a must have for anyone that needs to get familiar with Marketing principles and don't have time to read 600 pages books.
Around the Marketing World in 80 Chapters
By Andrew Everett - May 28, 2012
Professor Kotler covers a lot of ground quickly as he reflects on 80 marketing-related topics in 187 pages--the average chapter length is 2.3 pages. Here are a few of Kotler's insights:
"Most ads are a waste of the company's money and my time... The best advertising is done by your satisfied customers."
"The most profit comes from repeat sales."
"Market share is a backward-looking metric; customer satisfaction is a forward-looking metric."
"Adding new technology to an old company only makes it a more expensive old company. Companies should not invest in CRM [customer relationship management] until they reorganize to become customer-centric companies."
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