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Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know Hardcover – March 3, 2003

ISBN-13: 978-0471268673 ISBN-10: 0471268674 Edition: 1st

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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (March 3, 2003)
  • Language: English
  • ISBN-10: 0471268674
  • ISBN-13: 978-0471268673
  • Product Dimensions: 6.5 x 0.9 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #854,550 in Books (See Top 100 in Books)

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.

Customer Reviews

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Most Helpful Customer Reviews

54 of 56 people found the following review helpful By A Customer on April 20, 2003
Format: 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.
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4 of 4 people found the following review helpful By Carlos Rego on December 25, 2007
Format: 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.
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Format: Hardcover
As title suggests, this book gives a good insight into the concept of marketing. It has a staunch practical approach which testifies many real time challenges faced in Marketing, Strategy, Sales etc.

Writer includes tiny topics in alphabetical order from A to Z, for ex Advertising, Brands, Change....Value, Word of Mouth, Zest. The only mention about this book's drawback is few explanations seems to reappear, but in the slightly varied form. I would like to account this to the title. The writer have arrived at the self-created compulsion of including almost all of 26 characters in English(He accept that in the last part while explaining 'Zest').

This don't try to give in-depth knowledge on all subjects but serves the purpose in claiming the importance of many topics in Marketing. If i was a negative critic, i would have told it as a "Touch and Go" approach. But not a regret since it makes a good impact on some beginners.

One important thing i got to know consciously after reading this book is "A business is like a Ritual, you have to reserve immense commitment for it and must not look down to Fake it". And one more "Consumer is the King" as told precisely.

Some Best topics in the books are : Customer Relationship, Employees, Internet and E-Business,Marketing Research, Value, Word of Mouth, Competitors, Branding etc.
Some subject which needed some more "Insight" are : Sponsorship, Trends in Marketing, Direct Mail etc

But overall this book is a worth reading.
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Format: 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.
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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 twenty-one foreign universities. He is the author of over 57 books and over one hundred and fifty 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 book as one of the 50 best business books of all times. More is available on www.pkotler.org.

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