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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:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kotler, Philip.
Marketing insights from A to Z.
Hoboken, N.J. : John Wiley & Sons, ©2003
(DLC) 2002014903
(OCoLC)50638632
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Philip Kotler
ISBN: 0471432709 9780471432708 0471268674 9780471268673 1280363681 9781280363689
OCLC Number: 52389427
Notes: Published simultaneously in Canada.
Description: 1 online resource (xviii, 206 pages)
Contents: 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.
Responsibility: Philip Kotler.

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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