Kotler's（80）

Author: Kotler
Publisher:
Publish Date: 2004-01-01
Features: 80 core marketing concepts every manager must master. The book arranges topics from "Advertising" to "Passion" in alphabetical order, making it easy for readers to access marketing advice. The content is concise and to the point, with straightforward discussions and comprehensive coverage. It is both a must-read for managers seeking a comprehensive guide to marketing and a valuable resource for marketing professionals looking to track the latest marketing thinking. Kotler's Marketing Dictionary focuses on the rapid changes occurring in the field of marketing, offering fresh perspectives on this familiar discipline, quickly explaining fundamental concepts, and staying up-to-date. Ultimately, success will belong to those who pioneer marketing into the future—this guide can help you stand out. In his new work, Kotler emphasizes 80 core marketing concepts, sharing his insightful views and the hard-won wisdom from his 40-year career. Kotler's unparalleled reasoning ability illuminates many topics, such as brand building, competitive advantage, creativity, customer relationship management, database marketing, differentiation, innovation, positioning, and market segmentation.