- English
- ePUB (mobile friendly)
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eBook - ePub
About this book
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.
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Index
A&P
Accountants/accounting department, role of
Account managers, in B2B
Acquisitions
Activities, interests, and opinions (AIOs)
Actors, in marketing plan
Advertising:
aim of
brand development and
budget
competition and
creativity in
customer satisfaction in
defined
development process
development software
effectiveness of
five Ms of
limitations of
measurement
media selection
message text
product life cycle and
sales promotion
successful campaigns, examples of
wear-out
Advertising agency:
budget
functions of
pay-for-performance basis
Alberto Culver
Allied Van Lines
Amazon.com
American Airlines
American Express
America Online (AOL)
Analytics
Anchoring
Annual-plan control
Apple Computer
Armstrong, J. S.
Armstrong World Industries, Inc.
Asea Brown Boveri (ABB)
Asset turnover
AT&T
A. T. Cross
Atimex
Attention Economy, The (Davenport/Beck)
Attribute listing
Audits
Avis
Balance sheets
Bang & Olufsen
Barnes & Noble
Bass Pro
Battle plan, see Marketing plans
Baum, Herbert
Bayer
BBBK Pest Control
Beanie Babies
Becher
Beck, John
Behavior groups
Being alive
Benefit marketing
Bernbach, William
Berra, Yogi
Best Buy
Best practices
Beyond MaxiMarketing (Rapp/Collins)
Bezos, Jeff
Big Five accounting firms
Big Three auto firms
Black & Decker
Blackberry
BMW
Body Shop, The
Boeing
Bogle, John
Borders
Bossidy, Larry
Brainstorming
Branch offices, global expansion
Brand(s):
advertising and
attributes of
benefits of
building models
development process
differentiation
extension, defined
importance of
line extension and
loyalty and
management of
name selection
personality
preference for
pricing strategies
stretch
successful
value
Brand-customer relationship
Branding
Brand management myopia
Brand manager, role of
Branson, Richard
Braun
Brighthouse
British Airways
Britt, Dr. Steuart Henderson
Budget:
advertising
financial marketing
marketing plan
Built to Last (Collins/Porras)
Burger King
Burnett, Leo
Business cards
Business-to-business (B2B) marketing
Business-to-consumer (B2C) marketing
Butler, Nicholas Murray
Cadillac
Cafferky, Michael
Call centers
Campbell Soup
Capital market
Carlz...
Table of contents
- Praise
- Title Page
- Copyright Page
- Dedication
- Preface
- Introduction
- 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
- Index
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Yes, you can access Marketing Insights from A to Z by Philip Kotler in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over 1.5 million books available in our catalogue for you to explore.