| Description |
xiv, 257 pages : illustrations ; 25 cm |
| Contents |
Contents: Pt. 1. Strategic Marketing. 1. Building Profitable Businesses Through World-Class Marketing. 2. Using Marketing to Understand, Create, Communicate, and Deliver Value. 3. Identifying Market Opportunities and Developing Targeted Value Offerings. 4. Developing Value Propositions and Building Brand Equity -- Pt. 2. Tactical Marketing. 5. Developing and Using Market Intelligence. 6. Designing the Marketing Mix. 7. Acquiring, Retaining, and Growing Customers. 8. Designing and Delivering More Customer Value -- Pt. 3. Administrative Marketing. 9. Planning and Organizing for More Effective Marketing. 10. Evaluating and Controlling Marketing Performance -- Pt. 4. Transformational Marketing. 11. Adapting to the New Age of Electronic Marketing -- Characteristics, Success Strategies, and Marketing Department Roles in Different Types of Industrial Businesses |
| Summary |
Kotler on Marketing offers his essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will 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 |
| Bibliography |
Includes bibliographical references (pages 229-233) and indexes |
| Subject |
Marketing -- Management.
|
| LC no. |
98043626 |
| ISBN |
0684850338 |
|
