Praise for Philip Kotler's MARKETING INSIGHTS FROM A to Z "There's only one name in marketing: Phil Kotler. His latest may be his best-a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago." Tom Peters, author of In Search of Excellence and The Circle of Innovation "If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about." Sergio Zyman, author of The End of Advertising as We Know It "This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover-the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today." Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a Time "What Peter Drucker is to management, Philip Kotler is to marketing. Kotler's ideas are endlessly interesting, relevant, and ahead of the times." Al Ries, Ries & Ries, author of The Fall of Advertising and the Rise of PR "This book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths-and it's in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing." Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule!

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.

Leseprobe

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.