Маркетинг от А до Я: 80 концепций, которые должен знать каждый менеджер: [0+]

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. 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. 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.--jacket. 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. Philip Kotler. Published Simultaneously In Canada. Includes Bibliographical References (p. 189-193) And Index. In this text, Philip Kotler redefines marketing concepts from A to Z, highlighting how they have evolved. These musings on the fundamental principles of marketing are based on Kotler's 40-year career in the business. Kotler also predicts that by 2012 marketing techniques will require a complete overhaul, and he looks at the changes that will come and describes the things companies will have to do to be successful