Philip Kotler

Marketing Insights from A to Z

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The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike 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. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. 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 much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
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205 printed pages
Original publication
2011
Publication year
2011
Publisher
Wiley
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Quotes

  • Yohannes Goitomhas quoted9 months ago
    anies tend to overfocus and overorganize on the basis of their products and brands, and underfocus on managing their customers well. Call it brand management myopia.
  • Yohannes Goitomhas quoted9 months ago
    The better choice would be to establish a new name for a new product rather than carry the company’s name and all of its baggage. The company name creates a feeling of more of the same, rather than something new. Some companies know this. Toyota chose not to call its upscale car Toyota Upscale but rather Lexus; Apple Computer didn’t call its new computer Apple IV but Macintosh; Levi’s didn’t call its new pants Levi’s Cottons but Dockers; Sony didn’t call its new videogame Sony Videogame but PlayStation; and Black & Decker didn’t call its upgraded tools Black & Decker Plus but De-Walt. Creating a new brand name gives more opportunity to establish and circulate a fresh public relations story to gain valuable media attention and talk. A new brand needs credibility, and PR is much better than advertising in establishing credibility.
  • Yohannes Goitomhas quoted9 months ago
    people must live out the brand spirit at the corporate level and at the job-specific level. Thus if your company brands itself as innovative, then you must hire, train, and reward people for being innovative.

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