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

✍ Scribed by Philip Kotler

• Publisher: John Wiley & Sons, Inc.
• Year: 2003
• Tongue: English
• Leaves: 225
• Edition: 1
• Category: Library

✦ Synopsis

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alikeIn 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

Cover......Page 1
Praise for Marketing Insights from A to Z......Page 2
Marketing Insights from A to Z......Page 4
80 Concepts Every Manager Needs To Know by Philip Kotler......Page 6
©......Page 7
Preface......Page 10
Introduction......Page 12
Contents......Page 16
Advertising......Page 20
Brands......Page 27
Business-to-Business Marketing......Page 34
Change......Page 35
Communication and Promotion......Page 37
Companies......Page 39
Competitive Advantage......Page 41
Competitors......Page 42
Consultants......Page 44
Corporate Branding......Page 45
Creativity......Page 46
Customer Needs......Page 49
Comer Orientation......Page 51
Customer Relationship Management (CRM)......Page 53
Customers......Page 55
Customer Satisfaction......Page 60
Database Marketing......Page 62
Design......Page 65
Differentiation......Page 68
Direct Mail......Page 71
Distribution and Channels......Page 72
Employees......Page 76
Entrepreneurship......Page 79
Experiential Marketing......Page 80
Financial Marketing......Page 81
Focusing and Niching......Page 83
Forecasting and the Future......Page 85
Goals and Objectives......Page 87
Growth Strategies......Page 89
Guarantees......Page 93
Image and Emotional Marketing......Page 95
Implementation and Control......Page 96
Information and Analytics......Page 99
Innovation......Page 102
Intangible Assets......Page 105
International Marketing......Page 106
Internet and E-Business......Page 110
Leadership......Page 113
Loyalty......Page 116
Management......Page 118
Marketing Assets and Resources......Page 120
Marketing Department Interfaces......Page 121
Marketing Ethics......Page 125
Marketing Mix......Page 127
Marketing Plans......Page 131
Marketing Research......Page 134
Marketing Roles and Skills......Page 138
Markets......Page 140
Media......Page 142
Mission......Page 143
New Product Development......Page 145
Opportunity......Page 147
Organization......Page 149
Outsourcing......Page 150
Performance Measurement......Page 152
Positioning......Page 154
Price......Page 157
Products......Page 159
Profits......Page 161
Public Relations......Page 164
Quality......Page 166
Recession Marketing......Page 168
Relationship Marketing......Page 170
Retailers and Vendors......Page 173
Rales Force......Page 176
Sales Promotion......Page 179
Segmentation......Page 181
Selling......Page 183
Service......Page 186
Sponsorship......Page 188
Strategy......Page 190
Success and Failure......Page 194
Suppliers......Page 195
Target Markets......Page 196
Technology......Page 197
Telemarketing and Call Centers......Page 198
Trends in Marketing Thinking and Practice......Page 200
Value......Page 202
Word of Mouth......Page 204
Zest......Page 206
Notes......Page 208
Index......Page 214