Kotler On Marketing
Simon and Schuster, 11/12/2012 - 272 من الصفحات
Since 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.
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
Developing and Using Market Intelligence
Designing and Delivering More Customer Value
Planning and Organizing for More Effective Marketing
Evaluating and Controlling Marketing Performance
Adapting to the New Age of Electronic Marketing
Company and Brand Name Index
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