Marketing Insights from A to Z
80 Concepts Every Manager Needs to Know
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…
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Produktdetails
- ISBN: 978-0-471-43270-8
- EAN: 9780471432708
- Produktnummer: 13834073
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2003
- Seitenangabe: 224 S.
- Plattform: PDF
- Masse: 950 KB
Über den Autor
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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