作者：PhilipKotler
出版社：Wiley
副标题：80ConceptsEveryManagerNeedstoKnow
出版年：2003-3
页数：224
定价：USD27.95
装帧：Hardcover
ISBN：9780471268673
内容简介
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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.
评论 ······
超好看的一本marketing 入门级读本。作者Philip Kotler 被誉为现代营销学大师，书中深入浅出贯穿了一些marketing的基本知识，和世界顶级公司CEO的营销学理念，字字玑珠！感觉他们在讲marketing，但是很多理念和想法其实远远超出了专业范围。值得膜拜！
快速補充行銷相關知識，有啟發，好讀
精炼，无废话无注水的入门书籍📚！受用
市场营销学是我众多学科中唯一偏好的，于是在这个学期决定把这门课程好好研究下，以奖学金为目标。在图书馆借了这本书的西语版，不多，175页，在地铁上可以研究一阵子。
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