Marketing Insights From A to Z by Philip Kotler
80 Concepts Every Manager Needs to Know

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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.

About Philip Kotler

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PHILIP KOTLER is one of the world's leading authorities on marketing, and his writing has defined marketing around the world for the past forty years. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management.DAVID HESSEKIEL is President of the Cause Marketing Forum. Executives around the world turn for news, research and case studies and to access CMF's programs and publications. A Forbes, MediaPost and Huffington Post blogger, Hessekiel is a frequently quoted industry analyst and regularly speaks about cause marketing and Corporate Social Responsibility to business and NGO audiences.NANCY R. LEE is President of Social Marketing Services, Inc., an adjunct faculty at the University of Washington, has consulted with more than 100 nonprofit organizations, and has participated in the development of more than 50 social marketing campaign strategies for public sector agencies. This is the ninth book she has coauthored with Philip Kotler.
Published May 11, 2007 by Wiley. 232 pages
Genres: Business & Economics, Professional & Technical. Non-fiction

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