Book description
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. 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 author of twenty-five
books and a consultant to nonprofit organizations and leading companies
such as IBM, General Electric, Bank of America, AT&T, and Michelin.
