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Marketing insights from A to Z : 80 concepts every manager needs to know

Author: Philip Kotler
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2003.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"In Marketing Insights from A to Z, marketing's most respected sage, Philip Kotler, chooses and examines the most important concepts of the discipline for today and the future, offering a fresh and stimulating take on how marketing will change and how marketers must change with it." "From "Advertising" to "Zest," topics are organized alphabetically to allow readers easy access to advice. Relevant and  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler
ISBN: 0471268674 9780471268673
OCLC Number: 50638632
Notes: Published simultaneously in Canada.
Description: xviii, 206 pages ; 24 cm
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.
Responsibility: Philip Kotler.
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Abstract:

In this new book, Philip Kotler redefines marketing concepts from A to Z, highlighting how they have evolved. These enlightened and well-informed musings on the fundamental principles of marketing  Read more...

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he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom (Better Business) this wonderful work Kotler has succeeded Read more...

 
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