{"product_id":"marketing-insights-from-a-to-z-isbn-9780471268673","title":"Marketing Insights from A to Z","description":"The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike\u003cbr\u003e 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.\u003cbr\u003e 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\u0026amp;T.Philip Kotler - der Altvater des Marketing - gilt als einer der Architekten des modernen Marketing. In seiner 40-jährigen Karriere hat er eine Reihe dicker Wälzer zum Thema Marketing geschrieben, die alle zu internationalen Klassikern geworden sind und in 25 Sprachen übersetzt wurden.\u003cbr\u003e \u003cbr\u003e Mit \"Marketing A to Z\" hat Kotler ein handliches und leicht verständliches Buch geschrieben, das prägnant und ungewohnt offen das Wesentliche auf den Punkt bringt.\u003cbr\u003e \u003cbr\u003e Anders als seine anderen Bücher, richtet sich dieser Band nicht an Akademiker und Experten, sondern an ein breiter gefächertes Publikum.\u003cbr\u003e \u003cbr\u003e \"Marketing A to Z\" ist eine Neudefinition klassischer Marketingkonzepte.\u003cbr\u003e \u003cbr\u003e In den letzten fünf Jahren wurde das Marketing geprägt von neuen Konzepten wie 'Experimental Marketing', 'Permission Marketing' und 'Relationship Marketing', wodurch die einstmals klar definierte Aufgabe von Marketingexperten auf den Kopf gestellt wurde.\u003cbr\u003e \u003cbr\u003e Kotler hat erkannt, dass sich aus vielen der klassischen Marketingkonzepte und -praktiken ganz neue Methoden und Ideen entwickelt haben, die neu definiert werden müssen und die jeder moderne Marketingfachmann kennen und verstehen muss.\u003cbr\u003e \u003cbr\u003e Das Buch vermittelt Betrachtungen, Einblicke und Erkenntnisse aus Kotlers 40-jähriger Karriere als Marketing-Autorität sowie Prognosen über die Zukunft des Marketing.\u003cbr\u003e \u003cbr\u003e Denn in Zukunft werden sich nur die Unternehmen als aussergewöhnlich erfolgreich erweisen, die sich nicht nur auf ihre Marketingabteilungen verlassen, um auf die Wünsche ihrer Kunden einzugehen, sondern auf jeden einzelnen im Unternehmen - vom Spitzenmanager bis hin zum einfachen Mitarbeiter.\u003cbr\u003e \u003cbr\u003e \"Marketing A to Z\" ist ein Muss für alle, die auch nur entfernt mit Marketing zu tun haben. \u003cp\u003eAdvertising 1\u003c\/p\u003e \u003cp\u003eBrands 8\u003c\/p\u003e \u003cp\u003eBusiness-to-Business Marketing 15\u003c\/p\u003e \u003cp\u003eChange 16\u003c\/p\u003e \u003cp\u003eCommunication and Promotion 18\u003c\/p\u003e \u003cp\u003eCompanies 20\u003c\/p\u003e \u003cp\u003eCompetitive Advantage 22\u003c\/p\u003e \u003cp\u003eCompetitors 23\u003c\/p\u003e \u003cp\u003eConsultants 25\u003c\/p\u003e \u003cp\u003eCorporate Branding 26\u003c\/p\u003e \u003cp\u003eCreativity 27\u003c\/p\u003e \u003cp\u003eCustomer Needs 30\u003c\/p\u003e \u003cp\u003eCustomer Orientation 32\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management (CRM) 34\u003c\/p\u003e \u003cp\u003eCustomers 36\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction 41\u003c\/p\u003e \u003cp\u003eDatabase Marketing 43\u003c\/p\u003e \u003cp\u003eDesign 46\u003c\/p\u003e \u003cp\u003eDifferentiation 49\u003c\/p\u003e \u003cp\u003eDirect Mail 52\u003c\/p\u003e \u003cp\u003eDistribution and Channels 53\u003c\/p\u003e \u003cp\u003eEmployees 57\u003c\/p\u003e \u003cp\u003eEntrepreneurship 60\u003c\/p\u003e \u003cp\u003eExperiential Marketing 61\u003c\/p\u003e \u003cp\u003eFinancial Marketing 62\u003c\/p\u003e \u003cp\u003eFocusing and Niching 64\u003c\/p\u003e \u003cp\u003eForecasting and the Future 66\u003c\/p\u003e \u003cp\u003eGoals and Objectives 68\u003c\/p\u003e \u003cp\u003eGrowth Strategies 70\u003c\/p\u003e \u003cp\u003eGuarantees 74\u003c\/p\u003e \u003cp\u003eImage and Emotional Marketing 76\u003c\/p\u003e \u003cp\u003eImplementation and Control 77\u003c\/p\u003e \u003cp\u003eInformation and Analytics 80\u003c\/p\u003e \u003cp\u003eInnovation 83\u003c\/p\u003e \u003cp\u003eIntangible Assets 86\u003c\/p\u003e \u003cp\u003eInternational Marketing 87\u003c\/p\u003e \u003cp\u003eInternet and E-Business 91\u003c\/p\u003e \u003cp\u003eLeadership 94\u003c\/p\u003e \u003cp\u003eLoyalty 97\u003c\/p\u003e \u003cp\u003eManagement 99\u003c\/p\u003e \u003cp\u003eMarketing Assets and Resources 101\u003c\/p\u003e \u003cp\u003eMarketing Department Interfaces 102\u003c\/p\u003e \u003cp\u003eMarketing Ethics 106\u003c\/p\u003e \u003cp\u003eMarketing Mix 108\u003c\/p\u003e \u003cp\u003eMarketing Plans 112\u003c\/p\u003e \u003cp\u003eMarketing Research 115\u003c\/p\u003e \u003cp\u003eMarketing Roles and Skills 119\u003c\/p\u003e \u003cp\u003eMarkets 121\u003c\/p\u003e \u003cp\u003eMedia 123\u003c\/p\u003e \u003cp\u003eMission 124\u003c\/p\u003e \u003cp\u003eNew Product Development 126\u003c\/p\u003e \u003cp\u003eOpportunity 128\u003c\/p\u003e \u003cp\u003eOrganization 130\u003c\/p\u003e \u003cp\u003eOutsourcing 131\u003c\/p\u003e \u003cp\u003ePerformance Measurement 133\u003c\/p\u003e \u003cp\u003ePositioning 135\u003c\/p\u003e \u003cp\u003ePrice 138\u003c\/p\u003e \u003cp\u003eProducts 140\u003c\/p\u003e \u003cp\u003eProfits 142\u003c\/p\u003e \u003cp\u003ePublic Relations 145\u003c\/p\u003e \u003cp\u003eQuality 147\u003c\/p\u003e \u003cp\u003eRecession Marketing 149\u003c\/p\u003e \u003cp\u003eRelationship Marketing 151\u003c\/p\u003e \u003cp\u003eRetailers and Vendors 154\u003c\/p\u003e \u003cp\u003eSales Force 157\u003c\/p\u003e \u003cp\u003eSales Promotion 160\u003c\/p\u003e \u003cp\u003eSegmentation 162\u003c\/p\u003e \u003cp\u003eSelling 164\u003c\/p\u003e \u003cp\u003eService 167\u003c\/p\u003e \u003cp\u003eSponsorship 169\u003c\/p\u003e \u003cp\u003eStrategy 171\u003c\/p\u003e \u003cp\u003eSuccess and Failure 175\u003c\/p\u003e \u003cp\u003eSuppliers 176\u003c\/p\u003e \u003cp\u003eTarget Markets 177\u003c\/p\u003e \u003cp\u003eTechnology 178\u003c\/p\u003e \u003cp\u003eTelemarketing and Call Centers 179\u003c\/p\u003e \u003cp\u003eTrends in Marketing Thinking and Practice 181\u003c\/p\u003e \u003cp\u003eValue 183\u003c\/p\u003e \u003cp\u003eWord of Mouth 185\u003c\/p\u003e \u003cp\u003eZest 187\u003c\/p\u003e \u003cp\u003eNotes 189\u003c\/p\u003e \u003cp\u003eIndex 195\u003c\/p\u003e  “…he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom…”(Better Business)  \u003cp\u003e“…this wonderful work…Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice…”(Marketing Business, June 2003)\u003c\/p\u003e \u003cp\u003e‘…So many potentially good British businesses fail at the basics of marketing – traditionally confused with selling – that this book cannot be recommended too highly.’(Director, July 2003)\u003c\/p\u003e \u003cp\u003e“…might be his best…this book blazes with intensity and insight…” (Marketing Insights from A to ~Z Argent, Vol.2, Issue 4, 2003)\u003c\/p\u003e \u003cp\u003e“…Sounds like a dull rehash of conventional wisdom’s but is far from it…”(Brand Strategy, September 2003)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003ePHILIP KOTLER,\u003c\/b\u003e known as \"the Father of Modern Marketing,\" is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty-five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT\u0026amp;T, and Michelin.   \u003c\/p\u003e\u003cp\u003eIn \u003cb\u003e\u003ci\u003eMarketing Insights from A to Z,\u003c\/i\u003e\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003eKotler highlights eighty of marketing's fundamental concepts, sharing enlightened and informed meditations and the hard-won wisdom of his forty-year career. His unparalleled reasoning illuminates topics such as branding, competitive advantage, creativity, customer relationship management, database marketing, differentiation, innovation, positioning, and segmentation. \u003c\/p\u003e\u003cp\u003eFrom \"Advertising\" to \"Zest,\" topics are organized alphabetically to allow readers easy access to advice. Relevant and straightforward, this book is comprehensive enough for managers who want a complete primer on marketing but also a cutting-edge resource for seasoned marketers who need to keep up with the latest thinking. \u003c\/p\u003e\u003cp\u003eWhether you need a refresher on branding or new strategies on word-of-mouth marketing, \u003ci\u003eMarketing Insights from A to Z\u003c\/i\u003e will give you the tools you need to compete for customers in the rapidly changing marketplace. It's an essential tool for managers, CEOs, marketing executives, and anyone who wants to understand the fundamentals. \u003c\/p\u003e\u003cp\u003eOver the next decade—and beyond—changing market and consumer realities will mean the reinvention of marketing itself. Marketers won't just be in the business of selling whatever product their company makes, they'll be designing company-wide marketing initiatives that encompass branding, customer service, advertising campaigns, and even public relations. \u003ci\u003eMarketing Insights from A to Z\u003c\/i\u003e lets you keep up with the times by highlighting the rapid changes happening in the field, bringing a fresh outlook to a familiar discipline, and explaining fundamental ideas \u003ci\u003efast\u003c\/i\u003e. Ultimately, success will come to those who lead the race into marketing's future—here's a guide to help you break away from the pack.\t   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for Philip Kotler's MARKETING INSIGHTS FROM A to Z\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"There's only one name in marketing: Phil Kotler. His latest may be his best—a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago.\" \u003cb\u003e—Tom Peters, author of \u003ci\u003eIn Search of Excellence\u003c\/i\u003e and \u003ci\u003eThe Circle of Innovation\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about.\" \u003cb\u003e—Sergio Zyman, author of \u003ci\u003eThe End of Advertising as We Know It\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover—the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today.\" \u003cb\u003e—Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling \u003ci\u003eThe One to One Future: Building Relationships One Customer at a Time\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"What Peter Drucker is to management, Philip Kotler is to marketing. Kotler's ideas are endlessly interesting, relevant, and ahead of the times.\" \u003cb\u003e—Al Ries, Ries \u0026amp; Ries, author of \u003ci\u003eThe Fall of Advertising and the Rise of PR\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"This book could also be called \u003ci\u003eMarketing Insight: From Genesis to Revelations\u003c\/i\u003e because it is a bible of marketing truths—and it's in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing.\" \u003cb\u003e—Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of \u003ci\u003eCustomers Rule!\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575712997,"sku":"NP9780471268673","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471268673.jpg?v=1761784661","url":"https:\/\/k12savings.com\/es\/products\/marketing-insights-from-a-to-z-isbn-9780471268673","provider":"K12savings","version":"1.0","type":"link"}