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Synopsis

The most renowned figure in the world of marketing offers the newrules to the game for marketing professionals and business leadersalike
In Marketing Insights from A to Z, Philip Kotler, one of theundisputed fathers of modern marketing, redefines marketing'sfundamental concepts from A to Z, highlighting how business haschanged and how marketing must change with it. He predicts thatover the next decade marketing techniques will require a completeoverhaul. Furthermore, the future of marketing is in company-widemarketing initiatives, not in a reliance on a single marketingdepartment. This concise, stimulating book relays fundamental ideasfast for busy executives and marketing professionals. MarketingInsights from A to Z presents the enlightened and well-informedmusings of a true master of the art of marketing based on hisdistinguished forty-year career in the business. Other topicsinclude branding, experiential advertising, customer relationshipmanagement, leadership, marketing ethics, positioning, recessionmarketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing andthe S. C. Johnson and Son Distinguished Professor of InternationalMarketing at Northwestern University's Kellogg Graduate School ofManagement, one of the definitive marketing programs in the world.Kotler is the author of twenty books and a consultant to nonprofitorganizations and leading corporations such as IBM, GeneralElectric, Bank of America, and AT&T.

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