Kotler On Marketing

الغلاف الأمامي
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.

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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

Designing the Marketing Mix
Acquiring Retaining and Growing Customers

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نبذة عن المؤلف (2012)

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants. He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations. Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.

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