Marketing Insights from A to Z Book by Philip Kotler
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Marketing Insights from A to Z

Marketing Insights from A to Z


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About the Book

Philip Kotler - der Altvater des Marketing - gilt als einer der Architekten des modernen Marketing. In seiner 40-jährigen Karriere hat er eine Reihe dicker Wälzer zum Thema Marketing geschrieben, die alle zu internationalen Klassikern geworden sind und in 25 Sprachen übersetzt wurden.

Mit "Marketing A to Z" hat Kotler ein handliches und leicht verständliches Buch geschrieben, das prägnant und ungewohnt offen das Wesentliche auf den Punkt bringt.

Anders als seine anderen Bücher, richtet sich dieser Band nicht an Akademiker und Experten, sondern an ein breiter gefächertes Publikum.

"Marketing A to Z" ist eine Neudefinition klassischer Marketingkonzepte.

In den letzten fünf Jahren wurde das Marketing geprägt von neuen Konzepten wie 'Experimental Marketing', 'Permission Marketing' und 'Relationship Marketing', wodurch die einstmals klar definierte Aufgabe von Marketingexperten auf den Kopf gestellt wurde.

Kotler hat erkannt, dass sich aus vielen der klassischen Marketingkonzepte und -praktiken ganz neue Methoden und Ideen entwickelt haben, die neu definiert werden müssen und die jeder moderne Marketingfachmann kennen und verstehen muss.

Das Buch vermittelt Betrachtungen, Einblicke und Erkenntnisse aus Kotlers 40-jähriger Karriere als Marketing-Autorität sowie Prognosen über die Zukunft des Marketing.

Denn in Zukunft werden sich nur die Unternehmen als aussergewöhnlich erfolgreich erweisen, die sich nicht nur auf ihre Marketingabteilungen verlassen, um auf die Wünsche ihrer Kunden einzugehen, sondern auf jeden einzelnen im Unternehmen - vom Spitzenmanager bis hin zum einfachen Mitarbeiter.

"Marketing A to Z" ist ein Muss für alle, die auch nur entfernt mit Marketing zu tun haben.
About the Author:

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.


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Product Details
  • ISBN-13: 9780471268673
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Depth: 24
  • Language: English
  • Returnable: Y
  • Spine Width: 22 mm
  • Weight: 548 gr
  • ISBN-10: 0471268674
  • Publisher Date: 06 Mar 2003
  • Binding: Hardback
  • Height: 233 mm
  • No of Pages: 224
  • Series Title: English
  • Sub Title: 80 Concepts Every Manager Needs to Know
  • Width: 160 mm


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