In this much-needed trade book, the Father of Marketing, Philip Kotler, redefines marketing concepts A-Z, highlighting how they have evolved. In the past five years, we have seen marketing transformed by concepts like Experiential Marketing, Permission Marketing, and Relationship Marketing, and the once-clear roles of marketers have been turned on their heads. As a result, Kotler believes that many of the classic marketing methods have evolved into new concepts that need to be redefined. The book is the result of Kotler’s musings on the fundamental principles behind marketing, as manifested throughout his distinguished forty-year career. He believes that many of the classic concepts and practices of marketing have evolved into wholly new methods and ideas that need to be understood by marketers today. In the near future, the companies that will prove exceptional will be those who do not rely solely on their marketing departments to address customer needs, but on everyone, from top management down.
Book Details:
- Author: Philip Kotler
- ISBN: 9780470193136
- Year Published: 2003
- Pages: 224
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
In this much-needed trade book, the Father of Marketing, Philip Kotler, redefines marketing concepts A-Z, highlighting how they have evolved. In the past five years, we have seen marketing transformed by concepts like Experiential Marketing, Permission Marketing, and Relationship Marketing, and the once-clear roles of marketers have been turned on their heads. As a result, Kotler believes that many of the classic marketing methods have evolved into new concepts that need to be redefined. The book is the result of Kotler’s musings on the fundamental principles behind marketing, as manifested throughout his distinguished forty-year career. He believes that many of the classic concepts and practices of marketing have evolved into wholly new methods and ideas that need to be understood by marketers today. In the near future, the companies that will prove exceptional will be those who do not rely solely on their marketing departments to address customer needs, but on everyone, from top management down.
This could be one of Kotler’s most successful books, since it targets a general audience instead of an academic or professional one. Unlike his other books, this one will be full of reflections from the last 40 years, sharing his revelations and insights — as well as predictions of what’s to come — in unprecedented candid style.
* Philip Kotler is commonly regarded as “the Father of Marketing.” * An easily accessible examination of the new rules for marketers. * Kotler has authored several other books in the field of marketing, all of which have become successful classics.
About the Author
PHILIP KOTLER, known as “the Father of Modern Marketing,” is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty-five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT&T, and Michelin.