Marketing Insights from A to Z: 80 Concerns Every Manager Needs to Know

Philip Kotler9780471268673, 0471268674

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.

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Table of contents :
TeamLiB……Page 1
Cover……Page 2
Preface……Page 11
Introduction……Page 13
Contents……Page 17
Advertising……Page 21
Brands……Page 28
Business-to-Business Marketing……Page 35
Change……Page 36
Communication and Promotion……Page 38
Companies……Page 40
Competitive Advantage……Page 42
Competitors……Page 43
Consultants……Page 45
Corporate Branding……Page 46
Creativity……Page 47
Customer Needs……Page 50
Customer Orientation……Page 52
Customer Relationship Management (CRM)……Page 54
Customers……Page 56
Customer Satisfaction……Page 61
Database Marketing……Page 63
Design……Page 66
Differentiation……Page 69
Direct Mail……Page 72
Distribution and Channels……Page 73
Employees……Page 77
Entrepreneurship……Page 80
Experiential Marketing……Page 81
Financial Marketing……Page 82
Focusing and Niching……Page 84
Forecasting and the Future……Page 86
Goals and Objectives……Page 88
Growth Strategies……Page 90
Guarantees……Page 94
Image and Emotional Marketing……Page 96
Implementation and Control……Page 97
Information and Analytics……Page 100
Innovation……Page 103
Intangible Assets……Page 106
International Marketing……Page 107
Internet and E-Business……Page 111
Leadership……Page 114
Loyalty……Page 117
Management……Page 119
Marketing Assets and Resources……Page 121
Marketing Department Interfaces……Page 122
Marketing Ethics……Page 126
Marketing Mix……Page 128
Marketing Plans……Page 132
Marketing Research……Page 135
Marketing Roles and Skills……Page 139
Markets……Page 141
Media……Page 143
Mission……Page 144
New Product Development……Page 146
Opportunity……Page 148
Organization……Page 150
Outsourcing……Page 151
Performance Measurement……Page 153
Positioning……Page 155
Price……Page 158
Products……Page 160
Profits……Page 162
Public Relations……Page 165
Quality……Page 167
Recession Marketing……Page 169
Relationship Marketing……Page 171
Retailers and Vendors……Page 174
Sales Force……Page 177
Sales Promotion……Page 180
Segmentation……Page 182
Selling……Page 184
Service……Page 187
Sponsorship……Page 189
Strategy……Page 191
Success and Failure……Page 195
Suppliers……Page 196
Target Markets……Page 197
Technology……Page 198
Telemarketing and Call Centers……Page 199
Trends in Marketing Thinking and Practice……Page 201
Value……Page 203
Word of Mouth……Page 205
Zest……Page 207
Notes……Page 209
Index……Page 215
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