Marketing Insights from A to Z

80 Concepts Every Manager Needs to Know

Philip Kotler

224 pages, parution le 20/03/2003

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Résumé

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!

Contents

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

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Philip Kotler
Parution	20/03/2003
Nb. de pages	224
Format	16 x 23,5
Couverture	Relié
Poids	441g
Intérieur	Noir et Blanc
EAN13	9780471268673
ISBN13	978-0-471-26867-3