Marketing Insights from A to Z

PHILIP KOTLER, known as "the Father of Modern Marketing," is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty-five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT&T, and Michelin.

“…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)

• Advertising 1Brands 8Business-to-Business Marketing 15Change 16Communication and Promotion 18Companies 20Competitive Advantage 22Competitors 23Consultants 25Corporate Branding 26Creativity 27Customer Needs 30Customer Orientation 32Customer Relationship Management (CRM) 34Customers 36Customer Satisfaction 41Database Marketing 43Design 46Differentiation 49Direct Mail 52Distribution and Channels 53Employees 57Entrepreneurship 60Experiential Marketing 61Financial Marketing 62Focusing and Niching 64Forecasting and the Future 66Goals and Objectives 68Growth Strategies 70Guarantees 74Image and Emotional Marketing 76Implementation and Control 77Information and Analytics 80Innovation 83Intangible Assets 86International Marketing 87Internet and E-Business 91Leadership 94Loyalty 97Management 99Marketing Assets and Resources 101Marketing Department Interfaces 102Marketing Ethics 106Marketing Mix 108Marketing Plans 112Marketing Research 115Marketing Roles and Skills 119Markets 121Media 123Mission 124New Product Development 126Opportunity 128Organization 130Outsourcing 131Performance Measurement 133Positioning 135Price 138Products 140Profits 142Public Relations 145Quality 147Recession Marketing 149Relationship Marketing 151Retailers and Vendors 154Sales Force 157Sales Promotion 160Segmentation 162Selling 164Service 167Sponsorship 169Strategy 171Success and Failure 175Suppliers 176Target Markets 177Technology 178Telemarketing and Call Centers 179Trends in Marketing Thinking and Practice 181Value 183Word of Mouth 185Zest 187Notes 189Index 195