Research Catalog
According to Kotler : the world's foremost authority on marketing answers your questions
- Title
- According to Kotler : the world's foremost authority on marketing answers your questions / Philip Kotler.
- Author
- Kotler, Philip.
- Publication
- New York : AMACOM, ©2005.
Available Online
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| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Available - Can be used on site. Please visit New York Public Library - Schwarzman Building to submit a request in person. | Text | Use in library | JBE 09-166 | Schwarzman Building - General Research Room 315 |
Details
- Description
- xxii, 168 pages; 23 cm
- Summary
- "According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into question and answer format. Based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists, the book reveals the revolutionary thinking of one of the profession's most revered experts."--Jacket.
- Alternative Title
- Kotler : the world's foremost authority on marketing answers your questions
- Subjects
- Note
- Includes index.
- Contents
- pt. 1. Markets and marketing. Definition -- Customer power and satisfaction -- Trends in marketing -- New ideas in marketing -- Major challenges -- Deficiencies of marketing -- Criticisms of marketing -- Skills -- Careers -- pt. 2. Marketing strategy. Segmentation --Targeting -- Positioning -- Differentiation -- Innovation -- pt. 3. Marketing tools (the 4Ps). Product. Brands and branding -- Service -- Price -- Place (distribution) -- Promotion -- Advertising -- Public relations -- Sales promotion -- Sales management and selling -- Sponsorships -- Buzz marketing -- Media -- pt. 4. Marketing planning. Marketing research -- pt. 5. Marketing organization -- pt. 6. Marketing control -- pt. 7. Marketing areas of application. Consumer packaged goods -- Retail marketing -- Small-business marketing -- Direst marketing. Loyalty marketing -- CRM and database marketing -- Internet marketing -- Professional service marketing -- Personal marketing -- International marketing -- Place marketing -- Recession marketing -- Political marketing -- Social responsibility marketing -- pt. 8. Marketing excellence.
- Call Number
- JBE 09-166
- ISBN
- 0814472958
- 9780814472958
- LCCN
- 2005001422
- OCLC
- 57506804
- Author
- Kotler, Philip.
- Title
- According to Kotler : the world's foremost authority on marketing answers your questions / Philip Kotler.
- Imprint
- New York : AMACOM, ©2005.
- Type of Content
- text
- Type of Medium
- unmediated
- Type of Carrier
- volume
- Connect to:
- Research Call Number
- JBE 09-166