ISBN: 0402860381

[SR: 3107649], Gebundene Ausgabe, [EAN: 9780402860389], The Free Press, The Free Press, Book, [PU: The Free Press], The Free Press, PREFACEFor several years, Robert Wallace, the distingui… More...

[SR: 3107649], Gebundene Ausgabe, [EAN: 9780402860389], The Free Press, The Free Press, Book, [PU: The Free Press], The Free Press, PREFACEFor several years, Robert Wallace, the distinguished senior editor of "The Free Press," urged me to write a marketing book for managers, one that would show the latest marketing thinking and not run 700 pages! He did not want me simply to condense my graduate student textbook, "Marketing Management, " but to write a completely new book. Bob had heard that I have been presenting one- and two-day marketing seminars around the world for twenty years and had even seen a copy of my seminar notebook. He said that the material in the notebook itself could constitute a new book., If you had to chose one person who more than any other has contributed to the literature on marketing, it would have to be Philip Kotler. This is the 15th book in a glittering academic and writing career that started in the early sixties and includes Marketing Management, voted by the Financial Times as one of the 50 best business books ever. More than any other individual, Kotler is responsible for making the "marketing paradigm" (the idea that you prosper by "managing demand") ascendant not only in business, but also in politics, human relationships and art. So when Kotler speaks, the world should listen. This book addresses the problems of how to market in a globalised ultra-competitive world where technology is developing at a pace even technologists can't keep up with. Aimed firmly at marketing practitioners, the book aims to turn the vagaries of the latest marketing thinking and the often bafflingly complex implications of new technology into hard nosed, actionable marketing practice. It's a tough brief but he carries it off with deep insight and great panache. Advice on tactical marketing is usually a graveyard when it comes to literary style and innovative thought because it is so easy to get bogged down in details. But Kotler brilliantly manages to do the nitty gritty stuff while retaining a critical overview. For instance in the chapter on "Designing The Marketing Mix" he rightly suggests that two more "Ps" ought to be added to the 4 ps , (product, price, place and promotion) which constitute the fundamentals of the marketing managers job; those are Politics and Public Opinion. But he never gets too intoxicated with his own wisdom. "The issue is not whether there should be four six or ten Ps, so much as what is most helpful in designing marketing strategy," he says quite sensibly. Even if you know everything there is to know about marketing, this book will shed fresh light on it. And if, like the rest of us, you don't know everything, it would be hard to find a better place to start learning. --Alex Benady, 58317011, Werbung, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher, 58319011, Marketing, 1322114031, Direkt, 58325011, Forschung, 1322115031, Industriell, 58323011, Multilevel, 1322116031, Produktmanagement, 1322117031, Telemarketing, 58278011, Web Marketing, 58288011, Weltweit, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher, 58328011, Verkauf, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher<

1999, ISBN: 0402860381

[SR: 8563607], Hardcover, [EAN: 9780402860389], The Free Press, The Free Press, Book, [PU: The Free Press], 1999-06-07, The Free Press, PREFACEFor several years, Robert Wallace, the disti… More...

[SR: 8563607], Hardcover, [EAN: 9780402860389], The Free Press, The Free Press, Book, [PU: The Free Press], 1999-06-07, The Free Press, PREFACEFor several years, Robert Wallace, the distinguished senior editor of "The Free Press," urged me to write a marketing book for managers, one that would show the latest marketing thinking and not run 700 pages! He did not want me simply to condense my graduate student textbook, "Marketing Management, " but to write a completely new book. Bob had heard that I have been presenting one- and two-day marketing seminars around the world for twenty years and had even seen a copy of my seminar notebook. He said that the material in the notebook itself could constitute a new book., If you had to chose one person who more than any other has contributed to the literature on marketing, it would have to be Philip Kotler. This is the 15th book in a glittering academic and writing career that started in the early sixties and includes Marketing Management, voted by the Financial Times as one of the 50 best business books ever. More than any other individual, Kotler is responsible for making the "marketing paradigm" (the idea that you prosper by "managing demand") ascendant not only in business, but also in politics, human relationships and art. So when Kotler speaks, the world should listen. This book addresses the problems of how to market in a globalised ultra-competitive world where technology is developing at a pace even technologists can't keep up with. Aimed firmly at marketing practitioners, the book aims to turn the vagaries of the latest marketing thinking and the often bafflingly complex implications of new technology into hard nosed, actionable marketing practice. It's a tough brief but he carries it off with deep insight and great panache. Advice on tactical marketing is usually a graveyard when it comes to literary style and innovative thought because it is so easy to get bogged down in details. But Kotler brilliantly manages to do the nitty gritty stuff while retaining a critical overview. For instance in the chapter on "Designing The Marketing Mix" he rightly suggests that two more "Ps" ought to be added to the 4 ps , (product, price, place and promotion) which constitute the fundamentals of the marketing managers job; those are Politics and Public Opinion. But he never gets too intoxicated with his own wisdom. "The issue is not whether there should be four six or ten Ps, so much as what is most helpful in designing marketing strategy," he says quite sensibly. Even if you know everything there is to know about marketing, this book will shed fresh light on it. And if, like the rest of us, you don't know everything, it would be hard to find a better place to start learning. --Alex Benady, 659908, Call Centre Management, 268290, Management, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 268315, Advertising, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 659960, Brands & Corporate Identity, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 268327, Sales Techniques, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books<

ISBN: 9780402860389

Livre, [PU: Cowles Book Co. (New York)]

1999, ISBN: 0402860381

Hardback, [PD: 07/06/1999], [PU: Simon & Schuster], Seiten: 0