Marketing from A-Z – Philip Kotler


Philip Kotler’s name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and read in 58 countries. Here is Kotler’s essential guide to marketing for managers for the new millennium. Through his profound insights you will hone your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. You’ll discover the latest thinking on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Learn about Kotler’s savvy advice to corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. Here is a wealth of cutting-edge strategies and tactics that can be applied immediately to new challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing isn’t working, Kotler’s treasury of revelations offers hundreds of ideas for revitalizing it. Learn from the world’s bestknown marketer and improve your marketing performance now.

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