Kotler on Marketing: How to Create, Win and Dominate Markets - Couverture rigide

Kotler, Philip

Couverture rigide

ISBN 10 : 0402860381 ISBN 13 : 9780402860389

Editeur : The Free Press, 1999

Synopsis

PREFACEFor several years, Robert Wallace, the distinguished senior editor of "The Free Press," urged me to write a marketing book for managers, one that would show the latest marketing thinking and not run 700 pages! He did not want me simply to condense my graduate student textbook, "Marketing Management, " but to write a completely new book. Bob had heard that I have been presenting one- and two-day marketing seminars around the world for twenty years and had even seen a copy of my seminar notebook. He said that the material in the notebook itself could constitute a new book.

A propos du livre

Revue de presse

Robert W. Galvin Chairman of the Executive Committee, Motorola Inc. This book is about WINNING profitably; optimally creating and managing demand from various customers' focused needs.

Al Ries Chairman, Ries & Ries, coauthor of Positioning Kotler is marketing. Everybody who is anybody in marketing should read this book.

Stan Rapp Chairman and CEO, McCann Relationship Marketing Worldwide Must reading from the eye-opening picture of life in the year 2005 to the final look at adapting to the New Age of Electronic Marketing.

Bradley T. Gale author of Managing Customer Value Strategy, tactics, and guidelines for improving marketing effectiveness and customer value spring to life in this must-use book.

David Aaker author of Building Strong Brands Provocative insights and thoughtful prescriptions that will guide executives who face the challenges of powerful customers, global forces, and new technologies.

George S. Day author of Market Driven Strategy A masterful job by the master thinker about marketing....The latest thinking on all the enduring issues of how to find, win, and keep customers.

Professor Leonard L. Berry author of Discovering the Soul of Service An unrivaled opportunity to spend quality time with one of the leading marketing thinkers in the world.

Frederick E. Webster, Jr. C. H. Jones 3rd Century Professor of Management, Amos Tuck School, Dartmouth College Up-to-the-minute examples of best practice. A terrific overview of the rapidly changing field of marketing strategy and tactics.

Kevin J. Clancy, Ph.D. Chairman & CEO, Copernicus: The Marketing Investment Strategy Group An amazing guide to marketing excellence, with original and powerful advice. A must-read for anyone concerned with building, implementing, and monitoring extraordinary marketing programs, from one of the greatest minds in marketing today. I'm ordering copies for everyone in my firm.

Christopher Lovelock author of Product Plus and Services Marketing A treasure trove of practical insights into modern marketing -- like taking a master class from the world's leading marketing professor.

Présentation de l'éditeur

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.
Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.
If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Détails de l'édition

• Éditeur: The Free Press
• Date d'édition: 1999
• ISBN 10: 0402860381
• ISBN 13: 9780402860389
• Reliure: Relié
• Langue: anglais