Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know by Philip Kotler

Product Description

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.
Product Details
Amazon Sales Rank: #189336 in Books
Published on: 2003-03-03
Number of items: 1
Binding: Hardcover
224 pages
Editorial Reviews

Review
“…he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom…”(Better Business)

“…this wonderful work…Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice…”(Marketing Business, June 2003)

‘…So many potentially good British businesses fail at the basics of marketing – traditionally confused with selling – that this book cannot be recommended too highly.’(Director, July 2003)

“…might be his best…this book blazes with intensity and insight…” (Marketing Insights from A to ~Z Argent, Vol.2, Issue 4, 2003)

“…Sounds like a dull rehash of conventional wisdom’s but is far from it…”(Brand Strategy, September 2003)

Marketing Business, June 2003
...this wonderful work; Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice...

Better Business
&he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom&
Customer Reviews

Great book
What impressed me the most in this book was how Kotler was able to speak in detail about key marketing subjects in only two or three pages. I red much bigger texts in other books, about the same subjects, and they didn't gave me more information than this Kotler's book. It's a must have for anyone that needs to get familiar with Marketing principles and don't have time to read 600 pages books.

Very Textbook-- Predictable Marketing Prescriptions!
Philip Kotler is a strong personal brand in the marketing field. He has aggressively launched many marketing books in recent years in order to build on--- leverage on his personal brand equity as one of the "top-edge marketing gurus"in the world.

But gurus definitely need to have breakthrough ideas in their fields in order to back their gurus' status up.

There is nothing new and exciting from a book written by a marketing guru here who bragged himself as professional in the marketing field for forty years in the Preface of the book.

I do understand that this book targets at more junior or middle management levels managers either in the marketing field or the related or non-related fields. However, this book is too basic, assuming that the aforesaid managers are just so naive, ignorant or green about marketing. A lot of information in the book can be sourced from the internet Free of Charge easily!

What Philip Kotler wrote in this book is more like Cliff Notes, presenting an oversimplified view about marketing in a hypercompetitive marketing world these days.

In addition, most of the ideas in the book are not originated by Philip Kotler himself. He has read a lot of business or marketing bestsellers. No doubt about it! It seems like he has just completed a less than 200 pages book report, and has synthesized a lot of cute, but not necessarily practical marketing ideas in a well-packaged, best-seller format fashion.

As an educated guess, I assume this book was written by Philip Kotler within no more than 3 months. Besides, there are some errors in the book,including: P.192--"Good to Great" should be written by James C. Collins and Jerry I. Porras, not James Champy, etc.

As a marketing guru, Philip Kotler should be more keen on raising higher scholarly standard and launching more good quality marketing books, rather than keen on being" quick fix"--- launching a lot of new books, but sacrificing his brand reputation and solid academic background.

On the whole, this book is very textbook and good for university students like Freshman.... The marketing prescriptions are too predictable and filled with conventional wisdom, if not insights.

As a long-standing consumer of Kotler's books, this is a little piece of customer feedback for the marketing guru to reflect and improve on......