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Kotler on Marketing: How to Create, Win, and Dominate Markets

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Kotler on Marketing: How to Create, Win, and Dominate Markets Cover

ISBN13: 9780684850337
ISBN10: 0684850338
Condition: Standard
Dustjacket: Standard
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Synopses & Reviews

Publisher Comments:

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now andlt;Iandgt;Kotler on Marketingandlt;/Iandgt; offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. andlt;BRandgt; 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. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as ATandT, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, andlt;Iandgt;Kotler on Marketingandlt;/Iandgt; 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. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. andlt;BRandgt; If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Synopsis:

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, 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. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. 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. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.

If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Description:

Includes bibliographical references (p. 229-233) and indexes.

About the Author

Philip Kotler is the S.C. JohnsonandSon Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University. Professor Kotler is the author or coauthor of 15 books, including Marketing Management, Ninth Edition, named by the Financial Times as one of the 50 best business books ever written, and Social Marketing, Marketing Races, and The Marketing of Nations, all published by The Free Press. He was voted the first Leader in Marketing Thought by the members of the American Marketing Association and is the recipient of the Paul D. Converse Award, the Steuart Henderson Britt Award, the Distinguished Marketing Educator Award, the Prize for Marketing Excellence, the Charles Coolidge Parlin Marketing Award, and the Marketing Educator of the Year Award. He holds honorary doctoral degrees from the University of Stockholm, University of Zurich, Athens School of Economics, and the Cracow School of Economics.

Table of Contents

andlt;Bandgt;CONTENTSandlt;/Bandgt;andlt;BRandgt;andlt;Iandgt;Prefaceandlt;/Iandgt;andlt;BRandgt;andlt;Bandgt;PART ONE: STRATEGIC MARKETINGandlt;/Bandgt;andlt;BRandgt;1. Building Profitable Businesses Through World-Class Marketing2. Using Marketing to Understand, Create, Communicate, and Deliver Value3. Identifying Market Opportunities and Developing Targeted Value Offerings4. Developing Value Propositions and Building Brand Equityandlt;BRandgt;andlt;Bandgt;PART TWO: TACTICAL MARKETINGandlt;/Bandgt;andlt;BRandgt;5. Developing and Using Market Intelligence6. Designing the Marketing Mix7. Acquiring, Retaining, and Growing Customers8. Designing and Delivering More Customer Valueandlt;BRandgt;andlt;Bandgt;PART THREE: ADMINISTRATIVE MARKETINGandlt;/Bandgt;andlt;BRandgt;9. Planning and Organizing for More Effective Marketing10. Evaluating and Controlling Marketing Performanceandlt;BRandgt;andlt;Bandgt;PART FOUR: TRANSFORMATIONAL MARKETINGandlt;/Bandgt;andlt;BRandgt;11. Adapting to the New Age of Electronic Marketingandlt;BRandgt;andlt;Iandgt;Appendixandlt;/Iandgt;andlt;BRandgt;Characteristics, Success Strategies, and Marketing Department Roles in Different Types of Industrial Businessesandlt;BRandgt;andlt;Iandgt;Notesandlt;BRandgt;Company and Brand Name Indexandlt;BRandgt;Subject Indexandlt;/Iandgt;

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Product Details

ISBN:
9780684850337
Author:
Kotler, Philip
Publisher:
Free Press
Location:
New York :
Subject:
Marketing - General
Subject:
Marketing
Subject:
Management
Subject:
Advertising & Promotion
Subject:
Marketing -- Management.
Subject:
General Business & Economics
Subject:
Business;Marketing
Copyright:
Edition Description:
Hardback
Publication Date:
January 1999
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
39 illustrations; possible 2 tk. permiss
Pages:
272
Dimensions:
9.25 x 6.12 in 15.33 oz

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Business » Advertising
Business » Marketing

Kotler on Marketing: How to Create, Win, and Dominate Markets Used Hardcover
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$3.50 In Stock
Product details 272 pages Free Press - English 9780684850337 Reviews:
"Synopsis" by , Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, 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. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. 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. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.

If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

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