by Philip Kotler (Author)
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.
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.
Anders als seine anderen Bücher, richtet sich dieser Band nicht an Akademiker und Experten, sondern an ein breiter gefächertes Publikum.
"Marketing A to Z" ist eine Neudefinition klassischer Marketingkonzepte.
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.
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.
Das Buch vermittelt Betrachtungen, Einblicke und Erkenntnisse aus Kotlers 40-jähriger Karriere als Marketing-Autorität sowie Prognosen über die Zukunft des Marketing.
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.
"Marketing A to Z" ist ein Muss für alle, die auch nur entfernt mit Marketing zu tun haben.
Front Jacket
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.
Back Jacket
Praise for Philip Kotler's MARKETING INSIGHTS FROM A to Z
"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." --Tom Peters, author of In Search of Excellence and The Circle of Innovation
"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." --Sergio Zyman, author of The End of Advertising as We Know It
"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." --Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a Time
"What Peter Drucker is to management, Philip Kotler is to marketing. Kotler's ideas are endlessly interesting, relevant, and ahead of the times." --Al Ries, Ries & Ries, author of The Fall of Advertising and the Rise of PR
"This book could also be called Marketing Insight: From Genesis to Revelations 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." --Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule!
Author Biography
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.