In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and. | j AARKET 80 CONCEPTS EVERY PHILIP Praise for Marketing Insights from A to Z The bagwan of Marketing strikes again. Leave it to Phil Kotler to revisit all of our blocking and tackling at just the right time . . . and as all great marketers know timing is everything. Watts Wacker Founder and CEO FirstMatter Author The Deviant Advantage How Fringe Ideas Create Mass Markets Wide-ranging readable pithy and right on target these insights not only are a great refresher for marketing managers but should be required reading for all nonmarketing executives. Christopher Lovelock Adjunct Professor Yale School of Management Author Services Marketing Kotler tackles the formidable challenge of explaining the entire world of marketing in a single book and remarkably pulls it off. This book is a chance for you to rummage through the marketing toolbox with Kotler looking over your shoulder telling you how to use each tool. Useful for both pros and those just starting out. Sam Hill Author Sixty Trends in Sixty Minutes This storehouse of marketing wisdom is an effective antidote for those who have lost sight of the basics and a valuable road map for those seeking a marketing mind-set. George Day Geoffrey T. Boisi Professor of Marketing Wharton School of Business Here is anything and everything you need to know about where marketing stands today and where it s going tomorrow. You can plunge into this tour de force at any point from A to Z and always come up with remarkable insights and guidance. Whatever your position in the business world there is invaluable wisdom on every page. Stan Rapp Coauthor MaxiMarketing and Max-e-Marketing in the Net Future A nourishing buffet of marketing wisdom. This is a book to which you will return many times after the initial reading. Leonard Berry Distinguished Professor of Marketing Texas A M University Author Discovering the Soul .
