Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler.
By: Kotler, Philip.Material type: TextPublisher: Hoboken, N.J. : John Wiley & Sons, c2003Description: xviii, 206 p. ; 24 cm.ISBN: 0471268674 (alk. paper); 9780471268673; 0471432709 ; 9780471432708.Subject(s): MarketingDDC classification: 658.8 Online resources: Contributor biographical information | Publisher description | Table of contents | WorldCat details | Ebook Fulltext
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Published simultaneously in Canada.
Includes bibliographical references (p. 189-193) and index.
Marketing Insights from A to Z; Preface; Introduction; 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.
In 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.