MARKETING INSIGHTS FROM A TO Z（市场认知：经理人必晓的80个概念） rb mobi 在线 下载 lit txt 网盘 pdf

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.

Kotler 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.

From "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.

Whether you need a refresher on branding or new strategies on word-of-mouth marketing,Marketing Insights from A to Z 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.

Over 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.Marketing Insights from A to Z 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 fast.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.

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

PHILIP KOTLER,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

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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.