Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know
Автор:Philip Kotler Год: 2003 Издание:John Wiley and Sons, Ltd Страниц: 228 ISBN: 0471268674, 9780471268673 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,...
