Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know [Hardcover]

Philip Kotler (Author)

Book Description

ISBN-10: 0471268674 | ISBN-13: 978-0471268673 | Publication Date: March 3, 2003 | Edition: 1

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.

Editorial Reviews

Review

&Sounds like a dull rehash of conventional wisdom's but is far from it& -- Brand Strategy, September 2003

&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

“…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)

...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

From the Inside Flap

In Marketing Insights from A to Z, marketing’s most respected sage, Philip Kotler, chooses and examines the most important concepts of the discipline for today and the future, offering a fresh and stimulating take on how marketing will change and how marketers must change with it.

Kotler highlights eighty of marketing’s fundamental concepts, sharing enlightened and informed meditations and the hard-won wisdom of his forty-year career. His unparalleled reasoning illuminates topics such as branding, competitive advantage, creativity, customer relationship management, database marketing, differentiation, innovation, positioning, and segmentation.

From "Advertising" to "Zest," topics are organized alphabetically to allow readers easy access to advice. Relevant and straightforward, this book is comprehensive enough for managers who want a complete primer on marketing but also a cutting-edge resource for seasoned marketers who need to keep up with the latest thinking.

Whether you need a refresher on branding or new strategies on word-of-mouth marketing, Marketing Insights from A to Z will give you the tools you need to compete for customers in the rapidly changing marketplace. It’s an essential tool for managers, CEOs, marketing executives, and anyone who wants to understand the fundamentals.

Over the next decade–and beyond–changing market and consumer realities will mean the reinvention of marketing itself. Marketers won’t just be in the business of selling whatever product their company makes, they’ll be designing company-wide marketing initiatives that encompass branding, customer service, advertising campaigns, and even public relations. Marketing Insights from A to Z lets you keep up with the times by highlighting the rapid changes happening in the field, bringing a fresh outlook to a familiar discipline, and explaining fundamental ideas fast. Ultimately, success will come to those who lead the race into marketing’s future–here’s a guide to help you break away from the pack.

See all Editorial Reviews

Product Details

• Hardcover: 224 pages
• Publisher: Wiley; 1 edition (March 3, 2003)
• Language: English
• ISBN-10: 0471268674
• ISBN-13: 978-0471268673
• Product Dimensions: 9.2 x 6.3 x 0.9 inches
• Shipping Weight: 1.9 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #517,164 in Books (See Top 100 in Books)

More About the Author

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Customer Reviews

Most Helpful Customer Reviews

52 of 54 people found the following review helpful:

3.0 out of 5 stars Very Textbook-- Predictable Marketing Prescriptions!, April 20, 2003

By A Customer

This review is from: Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know (Hardcover)

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......

3 of 3 people found the following review helpful:

4.0 out of 5 stars Great book, December 25, 2007

By 

Carlos Rego "C.Rego" (Lisbon, Portugal) - See all my reviews
(REAL NAME)   

This review is from: Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know (Hardcover)

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.

5.0 out of 5 stars Marketing de A a Z (resenha em portugues), January 12, 2011

By 

Andre Varga (Brasil) - See all my reviews
(REAL NAME)   

This review is from: Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know (Hardcover)

Marketing de A a Z não é um livro novo - 2003 - mas até hoje prova muito o seu valor.
Escrito por Philip Kotler, considerado o "pai do Marketing Moderno", com 80 conceitos organizados em ordem alfabética, de "Ativos e Recursos de Marketing" a "Zest", é uma excelente fonte de referência e consulta para profissionais de Marketing conferirem e relembrarem conceitos e também um ótimo compêndio para os profissionais "não-marketeiros" entenderem o fundamental dessa matéria.

A linguagem direta e didática de Kotler, que o tornou famoso, descreve nesse livro cada conceito de forma precisa em uma, duas ou três páginas, enriquecidas com citações de alguns cases de sua vasta experiência. Leitura super fácil, rápida e fluida.

Enfim, para quem não é de Marketing tem o fundamental. E para quem é do ramo, tem a fonte certa para aquela consultazinha quando pinta a dúvida e de graça ainda se ganha algumas boas "sacadas" do Prof. Kotler. Essencial na prateleira de qualquer profissional de Marketing ou Gerentes em geral, envolvidos de alguma forma com atividades de Marketing

Outra leitura de Kotler altamente recomendada é o recente "Marketing 3.0: From Products to Customers to the Human Spirit" (2010). Além de trazer as últimas inovações nos conceitos de Marketing faz um paralelo recaptulando o que agora ficou definido como Marketing 1.0 e 2.0.


Confira "Ten Deadly Marketing Sins: Signs and Solutions" também de Philip Kotler.