Kotler On MarketingSimon 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. |
المحتوى
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 Airlines automobile bank benefits brand manager brand name buyers called catalog channels Companies need company’s competitive competitors consumers cost customer service customer’s database dealers deliver develop differentiation direct marketing distributors DuPont evaluate example Exhibit firm goals Harvard Business Harvard Business School ideas IKEA improve industry Integrated Marketing Communications Internet Lexus lifestyle lower manufacturers market opportunities market research market segment market share marketing audit Marketing Communications marketing department Marketing Management marketing mix marketing plans marketing strategy Mass customization McDonald’s Mercedes offering packaging percent Philip Kotler positioning Procter & Gamble product managers product or service products and services profit programs prospects purchasing questions retailers sales force sales promotion salespeople salesperson satisfied scorecard selling suppliers target market telemarketing Today Today’s USAA value proposition Wal-Mart