Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know 1st Edition

4.3 out of 5 stars 12 customer reviews
ISBN-13: 978-0471268673
ISBN-10: 0471268674
Why is ISBN important?
ISBN
This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The 13-digit and 10-digit formats both work.
Scan an ISBN with your phone
Use the Amazon App to scan ISBNs and compare prices.
Have one to sell? Sell on Amazon
Buy used On clicking this link, a new layer will be open
$5.88 On clicking this link, a new layer will be open
Buy new On clicking this link, a new layer will be open
$27.51 On clicking this link, a new layer will be open
More Buying Choices
46 New from $3.50 55 Used from $0.01
Free Two-Day Shipping for College Students with Prime Student Free%20Two-Day%20Shipping%20for%20College%20Students%20with%20Amazon%20Student


The Amazon Book Review
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
$27.51 FREE Shipping. Only 3 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover

Frequently Bought Together

  • Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know
  • +
  • Marketing Strategy, Text and Cases
Total price: $264.79
Buy the selected items together

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.

If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 85%). Print edition purchase must be sold by Amazon. Learn more.
For thousands of qualifying books, your past, present, and future print-edition purchases now lets you buy the Kindle edition for $2.99 or less. (Textbooks available for $9.99 or less.)
  • Thousands of books are eligible, including current and former best sellers.
  • Look for the Kindle MatchBook icon on print and Kindle book detail pages of qualifying books. You can also see more Kindle MatchBook titles here or look up all of your Kindle MatchBook titles here.
  • Read the Kindle edition on any Kindle device or with a free Kindle Reading App.
  • Print edition must be purchased new and sold by Amazon.com.
  • Gifting of the Kindle edition at the Kindle MatchBook price is not available.
Learn more about Kindle MatchBook.


The latest book club pick from Oprah
"The Underground Railroad" by Colson Whitehead is a magnificent novel chronicling a young slave's adventures as she makes a desperate bid for freedom in the antebellum South. See more

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: 4.2 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #737,699 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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.
Read more ›
Comment 54 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Comment 4 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Kindle Edition Verified Purchase
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. The book is easy to read, the definitions are easily consumed and it is somewhat thought provoking. If you need a book to define key marketing terms this is your book. If you are looking for something to make you a better marketer there are probably resources.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Kindle Edition Verified Purchase
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 it has some good ideas and tips for several of the concepts that it contains
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Professor Kotler covers a lot of ground quickly as he reflects on 80 marketing-related topics in 187 pages--the average chapter length is 2.3 pages. Here are a few of Kotler's insights:

"Most ads are a waste of the company's money and my time... The best advertising is done by your satisfied customers."

"The most profit comes from repeat sales."

"Market share is a backward-looking metric; customer satisfaction is a forward-looking metric."

"Adding new technology to an old company only makes it a more expensive old company. Companies should not invest in CRM [customer relationship management] until they reorganize to become customer-centric companies."
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know

Pages with Related Products. See and discover other items: business marketing