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.

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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!

Inhalt

Advertising 1

Brands 8

Business-to-Business Marketing 15

Change 16

Communication and Promotion 18

Companies 20

Competitive Advantage 22

Competitors 23

Consultants 25

Corporate Branding 26

Creativity 27

Customer Needs 30

Customer Orientation 32

Customer Relationship Management (CRM) 34

Customers 36

Customer Satisfaction 41

Database Marketing 43

Design 46

Differentiation 49

Direct Mail 52

Distribution and Channels 53

Employees 57

Entrepreneurship 60

Experiential Marketing 61

Financial Marketing 62

Focusing and Niching 64

Forecasting and the Future 66

Goals and Objectives 68

Growth Strategies 70

Guarantees 74

Image and Emotional Marketing 76

Implementation and Control 77

Information and Analytics 80

Innovation 83

Intangible Assets 86

International Marketing 87

Internet and E-Business 91

Leadership 94

Loyalty 97

Management 99

Marketing Assets and Resources 101

Marketing Department Interfaces 102

Marketing Ethics 106

Marketing Mix 108

Marketing Plans 112

Marketing Research 115

Marketing Roles and Skills 119

Markets 121

Media 123

Mission 124

New Product Development 126

Opportunity 128

Organization 130

Outsourcing 131

Performance Measurement 133

Positioning 135

Price 138

Products 140

Profits 142

Public Relations 145

Quality 147

Recession Marketing 149

Relationship Marketing 151

Retailers and Vendors 154

Sales Force 157

Sales Promotion 160

Segmentation 162

Selling 164

Service 167

Sponsorship 169

Strategy 171

Success and Failure 175

Suppliers 176

Target Markets 177

Technology 178

Telemarketing and Call Centers 179

Trends in Marketing Thinking and Practice 181

Value 183

Word of Mouth 185

Zest 187

Notes 189

Index 195