Kotler on Marketing New Theory

Author: Philip Kotler
Publisher:
Publication Date: 2002-10-01
Features: The value of this book surpasses all of Kotler's works over the past 30 years. It is the authority within marketing; it describes the key transformation of marketing in the new century. It prompts a fundamental rethinking of the essence of corporate strategy—how to continuously innovate in markets and market space while delivering maximum value to customers. In October 2002, Kotler will bring his new book Kotler on Marketing to a series of cities in China for a lecture tour, offering marketing professionals in China the opportunity to hear—Kotler's holistic marketing. This book is released globally in first-time synchronization! New marketing practices for the new century, marketing master Kotler helps you control the marketing field! Kotler on Marketing outlines new practices for marketing in the new century, serving as an essential guide for businesses to master marketing direction and ensure success. In this book, Kotler introduces "holistic marketing," integrating demand management, resource management, and network management. It is clear, specific, breakthrough, and actionable, making it a must-read for those concerned with the future of their companies.
If Dr. Philip Kotler had come to China a decade ago, he might have been invited to a few universities and nothing more. At that time, Chinese companies had a far greater appetite for "golden ideas" than for the need for marketing management. However, just a decade later, when the world's most influential marketing management master, Mr. Kotler, delivered a public lecture at the Jin Mao Tower in Shanghai, even though one day of his course cost $550 per person, over 200 domestic and foreign corporate marketing professionals flocked to attend, filling the venue to capacity.
In this decade, after experiencing idea-based marketing, the "King of the Brand" competition, price wars, and ad wars, Chinese companies have nearly exhausted all traditional and modern marketing methods. Yet, they still haven't found a way to break free from vicious competition or solve the of how to expand their markets. Especially with China's entry into the WTO, domestic companies face...