Marketing Insights from A to Z
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The most famous figure in the world of marketing proposes new rules of the game to marketing professionals and business leaders In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines the basics of marketing from A to Z, emphasizing how business has changed change and marketing must change with it. He predicts that in the next decade, marketing techniques will require a complete overhaul. In addition, the future of marketing lies in enterprise-wide marketing initiatives, not reliant on a single marketing department. This concise and thought-provoking book quickly conveys basic ideas to busy executives and marketing professionals. Marketing Insights A to Z presents the insights and insights of a true master of the art of marketing building on his illustrious forty-year career in business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy and more . Philip Kotler (Chicago, IL) is the father of modern marketing and Distinguished Professor of S.C. Johnson and Son in International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the top marketing programs in the world. Kotler is the author of 20 books and a consultant to nonprofits and large corporations such as IBM, General Electric, Bank of America, and AT&T.
Book Title : Principles of Marketing 17th Edition
Authors : Philip Kotler and Gary Armstrong
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