Philip Kotler

Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know

Книга Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know созданная Philip Kotler может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know с идентификатором 28961013 составляет 2577.07 руб.

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

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Marketing 4.0. Moving from Traditional to Digital

Книга Marketing 4.0. Moving from Traditional to Digital созданная Philip Kotler, Hermawan Kartajaya, Iwan Setiawan может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Marketing 4.0. Moving from Traditional to Digital с идентификатором 28285593 составляет 1840.77 руб.

Marketing has changed forever—this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

Discover the new rules of marketing

Stand out and create WOW moments

Build a loyal and vocal customer base

Learn who will shape the future of customer choice

Every few years brings a «new» marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

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Kellogg on Marketing

Книга Kellogg on Marketing созданная Philip Kotler, Bobby Calder J., Alice Tybout M. может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Kellogg on Marketing с идентификатором 28316922 составляет 2205.24 руб.

The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

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The Shift. The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders

Книга The Shift. The Transformation of Today's Marketers into Tomorrow's Growth Leaders созданная Philip Kotler, Scott Davis M. может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги The Shift. The Transformation of Today's Marketers into Tomorrow's Growth Leaders с идентификатором 28971757 составляет 3088.07 руб.

Praise for The Shift «More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done.» –Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America «At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!» –Tony Hsieh, CEO, Zappos.com «The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L.» –Fisk Johnson, chairman and CEO, SC Johnson «The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line.» –CJ Fraleigh, CEO, Sara Lee Retail and Foodservice «Marketer as a P&L–oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results.» –Mark L. Vachon, president and CEO, GE Healthcare, Americas «The Shift charts a dramatic new role for marketing. A challenge every firm should embrace.» –David Aaker, vice chairman, Prophet; and, author, Brand Leadership «The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth.» –Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University «Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!» –Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company

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Marketing 3.0. From Products to Customers to the Human Spirit

Книга Marketing 3.0. From Products to Customers to the Human Spirit созданная Philip Kotler, Hermawan Kartajaya, Iwan Setiawan может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Marketing 3.0. From Products to Customers to the Human Spirit с идентификатором 28301334 составляет 1837.09 руб.

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

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Philip Kotler, Hermawan Kartajaya, Iwan Setiawan работа о продвижении зарубежная деловая литература, классический маркетинг, управление маркетингом

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Winning Global Markets. How Businesses Invest and Prosper in the World’s High-Growth Cities

Книга Winning Global Markets. How Businesses Invest and Prosper in the World's High-Growth Cities созданная Philip Kotler, Milton Kotler может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Winning Global Markets. How Businesses Invest and Prosper in the World's High-Growth Cities с идентификатором 28273506 составляет 2208.92 руб.

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.

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Good Works!. Marketing and Corporate Initiatives that Build a Better World…and the Bottom Line

Книга Good Works!. Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line созданная Philip Kotler, David Hessekiel, Nancy Lee может относится к жанру зарубежная деловая литература, классический маркетинг, управление маркетингом. Стоимость электронной книги Good Works!. Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line с идентификатором 28295556 составляет 2057.98 руб.

Businesses can do well by doing good – Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate «causewashers» cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.

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