Marketing insights from A to Z : 80 concepts every manager needs to know
by
Kotler, Philip.
Title
:
Marketing insights from A to Z : 80 concepts every manager needs to know
Author
:
Kotler, Philip.
ISBN
:
9780471432708
9780471268673
9781280363689
Personal Author
:
Kotler, Philip.
Publication Information
:
Hoboken, N.J. : John Wiley & Sons, ©2003.
Physical Description
:
1 online resource (xviii, 206 pages)
General Note
:
Published simultaneously in Canada.
Contents
:
Marketing Insights from A to Z; Preface; Introduction; Contents; 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.
Abstract
:
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.
Subject Term
:
Marketing.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| VEGA Bordeaux | General Books | 000006390 | 658.8 KOT | 1 |
