Kotler On MarketingSince 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers. For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book. |
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Kotler on marketing: how to create, win, and dominate markets
معاينة المستخدمين - Not Available - Book VerdictKotler, the S.C. Johnson Distinguished Professor of Marketing at the Kellogg Graduate School of Management at Northwestern University, has been writing tremendously popular marketing texts since 1969 ... قراءة التقييم بأكمله
المحتوى
Preface | |
STRATEGIC MARKETING | |
Building Profitable Businesses Through WorldClass Marketing | |
Using Marketing to Understand Create Communicate and Deliver Value | |
Identifying Market Opportunities and Developing Targeted Value Offerings | |
Developing Value Propositions and Building Brand Equity | |
TACTICAL MARKETING | |
Developing and Using Market Intelligence | |
Designing and Delivering More Customer Value | |
ADMINISTRATIVE MARKETING | |
Planning and Organizing for More Effective Marketing | |
Evaluating and Controlling Marketing Performance | |
TRANSFORMATIONAL MARKETING | |
Adapting to the New Age of Electronic Marketing | |
Appendix | |
Company and Brand Name Index | |
طبعات أخرى - عرض جميع المقتطفات
عبارات ومصطلحات مألوفة
activities advertising audit bank become benefits better brand building buyers called channels charge choose communication company’s competitive competitors consider consumers cost create decision deliver develop differentiation direct distribution effective electronic equipment example Exhibit expectations firm growing ideas important improve increase industry interest Internet keep leading less lower managers manufacturers marketing measure meet objectives offering operate opportunities organization packaging percent performance person points positioning problems profit programs promotion prospects purchasing questions receive reduce relations require response retailers sales force salespeople satisfied savings segment selling share spending strategy strong success suppliers supply target market thinking Today
معلومات المراجع
| العنوان | Kotler On Marketing |
| المؤلف | Philip Kotler |
| الإصدار | معاد طباعته |
| الناشر | Simon and Schuster, 2012 |
| رقم ISBN (الرقم الدولي المعياري للكتاب) | 1471109569, 9781471109560 |
| عدد الصفحات | 272 من الصفحات |
| تصدير الاقتباس | BiBTeX EndNote RefMan |