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Bezig met laden... Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know (editie 2003)door Philip Kotler (Auteur)
Informatie over het werkDe A tot Z van marketing door Philip Kotler
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 Meld je aan bij LibraryThing om erachter te komen of je dit boek goed zult vinden. Op dit moment geen Discussie gesprekken over dit boek.  jcprowe | Sep 20, 2014 |  geen besprekingen | voeg een bespreking toe
Onderdeel van de uitgeversreeks(en)
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike 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. 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. Geen bibliotheekbeschrijvingen gevonden. |
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 Google Books — Bezig met laden...GenresDewey Decimale Classificatie (DDC)658.8Technology Management and auxiliary services Management Of MarketingLC-classificatieWaarderingGemiddelde: (3.22)
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In the world of marketing there is no other individual who demands as much recognition and praise as Philip Kotler. When his person utters something about marketing, people stop whatever they are doing and listen to the master. Why? Because this is a man who knows marketing like nobody else on the planet.
I bought this book because I was asked to be part of a working committee looking at improving or revamping the company’s existing marketing structure. I had no experience with marketing before that time and needed to get myself up to speed as quickly as possible. I went to the local bookstore and started scanning the voluminous stacks of marketing books. This book was highlighted on a display so I looked. I cracked the cover and started reading a random page. Five minutes later, I had finished reading that specific section and understood exactly what he was talking about. I bought the book and left the shop thankful for fining some marketing book that I could understand and use effectively.
There are 80 critical marketing concepts included in this book that are important in marketing today. Concepts like advertising, branding, B2B marketing, competitive advantage, creativity, CRM, entrepreneurship, growth strategies, internet and e-business, marketing mix, price, sales promotion, and word of mouth are discussed. Each concept is easy to understand through many real-life examples.
It took me some time to get through the book as all of this information was brand new to me and I wanted to completely understand the information. I was able to provide great ideas and examples to my working committee because of this book. I had to thank Kotler for giving me the information I needed.
Reading a marketing book was not my idea of fun but for the purpose I needed the book for, I would suggest no other author or title.
Happy Reading, (