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. Marketing Insights 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 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 nonprofitorganizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
Spis treści
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
O autorze
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.
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