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“…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
Kotler highlights eighty of marketings 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. Its an essential tool for managers, CEOs, marketing executives, and anyone who wants to understand the fundamentals.
Over the next decadeand beyondchanging market and consumer realities will mean the reinvention of marketing itself. Marketers wont just be in the business of selling whatever product their company makes, theyll 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 marketings futureheres a guide to help you break away from the pack.
Easy to read book! Helped me Pass the class for my Bachelor's Degree.Published 3 months ago by Jenna
Not bad. I would say a bit outdated, because a lot has changed in the marketing world since 2004. Also its not to detailed, if you are purchasing for academic purpose, but overal... Read morePublished 10 months ago by David Runtag
Love the layout of this book. It was an easy read and I actually enjoyed it!Published 16 months ago by Tab_shopaholic
Good book, easy to read and understand, concepts are good and used a lot of quotes from successful CEO, zest need to be more objective.Published 20 months ago by Teppi K
Overall the book has good content but it is a bit dated.
Admittedly I had to buy this book for a Marketing class I am taking so my mindset maybe a bit skewed. Read more