Kotler said

Author: Philip Kotler and Guo Yong
Publisher:
Publish Date: 2005-02-01
Features: If there's a booklet that can help you quickly, accurately, and vividly understand marketing, then this is it! Marketing master Philip Kotler has compiled his 40 years of consulting experience in the form of Q&A for the first time; the father of modern marketing simplifies the profound into the practical, guiding fellow professionals; authorized exclusively by the author, the Simplified Chinese edition and English edition are launched globally simultaneously. Back then, Kotler ignited a revolution in the business world with a single sentence: "Marketing in short is: discovering and meeting unsatisfied needs." And when most goods were in surplus supply, Kotler's works were always in high demand, because he taught businesses how to survive in times of overproduction. Marketing was introduced to China in the late 1970s but did not gain attention, as marketing concepts were only truly accepted when businesses faced immense market difficulties and competitive pressures. Twenty years later, China's market rapidly developed, with 88.6% of companies yearning for "effective marketing strategies." Kotler, as the father of marketing, emerged in the public eye. Professionals comment that no other business writer has yet been able to articulate ideas as comprehensively, clearly, and authoritatively as Kotler. China has published nearly 10 of Kotler's works, with nearly a million copies, and almost every MBA has studied Kotler's "encyclopedia." Today, this in-depth yet accessible "Kotler Says," meticulously compiled by the marketing master, is no longer just for professionals but is also positioned as a summary and popularization. Based on thousands of questions received from clients, students, business audiences, and professional authors in recent years, Philip Kotler has adopted a new approach to answering them and compiled them in this book. Starting from the fundamental questions of markets and marketing, the book discusses key ideas in marketing strategy, the 4P marketing tools, marketing planning, marketing organization, and marketing control, offering unique evaluations of the many fields of marketing application. The author arranges the questions in a logical order, making it easier for readers to select their areas of interest.