{"product_id":"marketing-a-to-z-80-concepts-every-manager-needs-to-know-9780471268673","title":"Marketing A to Z 80 Concepts Every Manager Needs","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIn this new book, Philip Kotler redefines marketing concepts from A to Z, highlighting how they have evolved. These enlightened and well-informed musings on the fundamental principles of marketing are based on Kotler's distinguished forty-year career in the business.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e“…he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom…”(Better Business)  \u003cp\u003e“…this wonderful work…Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice…”(Marketing Business, June 2003)\u003c\/p\u003e \u003cp\u003e‘…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)\u003c\/p\u003e \u003cp\u003e“…might be his best…this book blazes with intensity and insight…” (Marketing Insights from A to ~Z Argent, Vol.2, Issue 4, 2003)\u003c\/p\u003e \u003cp\u003e“…Sounds like a dull rehash of conventional wisdom’s but is far from it…”(Brand Strategy, September 2003)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAdvertising 1\u003c\/p\u003e \u003cp\u003eBrands 8\u003c\/p\u003e \u003cp\u003eBusiness-to-Business Marketing 15\u003c\/p\u003e \u003cp\u003eChange 16\u003c\/p\u003e \u003cp\u003eCommunication and Promotion 18\u003c\/p\u003e \u003cp\u003eCompanies 20\u003c\/p\u003e \u003cp\u003eCompetitive Advantage 22\u003c\/p\u003e \u003cp\u003eCompetitors 23\u003c\/p\u003e \u003cp\u003eConsultants 25\u003c\/p\u003e \u003cp\u003eCorporate Branding 26\u003c\/p\u003e \u003cp\u003eCreativity 27\u003c\/p\u003e \u003cp\u003eCustomer Needs 30\u003c\/p\u003e \u003cp\u003eCustomer Orientation 32\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management (CRM) 34\u003c\/p\u003e \u003cp\u003eCustomers 36\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction 41\u003c\/p\u003e \u003cp\u003eDatabase Marketing 43\u003c\/p\u003e \u003cp\u003eDesign 46\u003c\/p\u003e \u003cp\u003eDifferentiation 49\u003c\/p\u003e \u003cp\u003eDirect Mail 52\u003c\/p\u003e \u003cp\u003eDistribution and Channels 53\u003c\/p\u003e \u003cp\u003eEmployees 57\u003c\/p\u003e \u003cp\u003eEntrepreneurship 60\u003c\/p\u003e \u003cp\u003eExperiential Marketing 61\u003c\/p\u003e \u003cp\u003eFinancial Marketing 62\u003c\/p\u003e \u003cp\u003eFocusing and Niching 64\u003c\/p\u003e \u003cp\u003eForecasting and the Future 66\u003c\/p\u003e \u003cp\u003eGoals and Objectives 68\u003c\/p\u003e \u003cp\u003eGrowth Strategies 70\u003c\/p\u003e \u003cp\u003eGuarantees 74\u003c\/p\u003e \u003cp\u003eImage and Emotional Marketing 76\u003c\/p\u003e \u003cp\u003eImplementation and Control 77\u003c\/p\u003e \u003cp\u003eInformation and Analytics 80\u003c\/p\u003e \u003cp\u003eInnovation 83\u003c\/p\u003e \u003cp\u003eIntangible Assets 86\u003c\/p\u003e \u003cp\u003eInternational Marketing 87\u003c\/p\u003e \u003cp\u003eInternet and E-Business 91\u003c\/p\u003e \u003cp\u003eLeadership 94\u003c\/p\u003e \u003cp\u003eLoyalty 97\u003c\/p\u003e \u003cp\u003eManagement 99\u003c\/p\u003e \u003cp\u003eMarketing Assets and Resources 101\u003c\/p\u003e \u003cp\u003eMarketing Department Interfaces 102\u003c\/p\u003e \u003cp\u003eMarketing Ethics 106\u003c\/p\u003e \u003cp\u003eMarketing Mix 108\u003c\/p\u003e \u003cp\u003eMarketing Plans 112\u003c\/p\u003e \u003cp\u003eMarketing Research 115\u003c\/p\u003e \u003cp\u003eMarketing Roles and Skills 119\u003c\/p\u003e \u003cp\u003eMarkets 121\u003c\/p\u003e \u003cp\u003eMedia 123\u003c\/p\u003e \u003cp\u003eMission 124\u003c\/p\u003e \u003cp\u003eNew Product Development 126\u003c\/p\u003e \u003cp\u003eOpportunity 128\u003c\/p\u003e \u003cp\u003eOrganization 130\u003c\/p\u003e \u003cp\u003eOutsourcing 131\u003c\/p\u003e \u003cp\u003ePerformance Measurement 133\u003c\/p\u003e \u003cp\u003ePositioning 135\u003c\/p\u003e \u003cp\u003ePrice 138\u003c\/p\u003e \u003cp\u003eProducts 140\u003c\/p\u003e \u003cp\u003eProfits 142\u003c\/p\u003e \u003cp\u003ePublic Relations 145\u003c\/p\u003e \u003cp\u003eQuality 147\u003c\/p\u003e \u003cp\u003eRecession Marketing 149\u003c\/p\u003e \u003cp\u003eRelationship Marketing 151\u003c\/p\u003e \u003cp\u003eRetailers and Vendors 154\u003c\/p\u003e \u003cp\u003eSales Force 157\u003c\/p\u003e \u003cp\u003eSales Promotion 160\u003c\/p\u003e \u003cp\u003eSegmentation 162\u003c\/p\u003e \u003cp\u003eSelling 164\u003c\/p\u003e \u003cp\u003eService 167\u003c\/p\u003e \u003cp\u003eSponsorship 169\u003c\/p\u003e \u003cp\u003eStrategy 171\u003c\/p\u003e \u003cp\u003eSuccess and Failure 175\u003c\/p\u003e \u003cp\u003eSuppliers 176\u003c\/p\u003e \u003cp\u003eTarget Markets 177\u003c\/p\u003e \u003cp\u003eTechnology 178\u003c\/p\u003e \u003cp\u003eTelemarketing and Call Centers 179\u003c\/p\u003e \u003cp\u003eTrends in Marketing Thinking and Practice 181\u003c\/p\u003e \u003cp\u003eValue 183\u003c\/p\u003e \u003cp\u003eWord of Mouth 185\u003c\/p\u003e \u003cp\u003eZest 187\u003c\/p\u003e \u003cp\u003eNotes 189\u003c\/p\u003e \u003cp\u003eIndex 195\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402547732823,"sku":"9780471268673","price":22.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471268673.jpg?v=1730480719","url":"https:\/\/bookcurl.com\/products\/marketing-a-to-z-80-concepts-every-manager-needs-to-know-9780471268673","provider":"Book Curl","version":"1.0","type":"link"}