Frequently Bought Together
Customers Who Bought This Item Also Bought
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know by Philip Kotler |
by Philip Kotler
|
Brilliant Marketing: What the Best Marketers Know, Do and Say by Richard Hall |
by Philip Kotler
|
by Philip Kotler
|
Product details
Would you like to update product info or give feedback on images?
|
More About the Author
Customers Viewing This Page May Be Interested in These Sponsored Links
(What is this?)Product Description
Amazon.co.uk Review
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
--This text refers to an out of print or unavailable edition of this title.
The Director
The best of Kotler's wisdom in a book that must become a modern management classic.
Inside This Book
(Learn More)
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
What Do Customers Ultimately Buy After Viewing This Item?
 |
80% buy the item featured on this page: Kotler on Marketing: How to create, win, and dominate markets £8.35 |
 |
7% buy Marketing Management £41.05 |
 |
5% buy Principles of Marketing: AND MyMarketingLab |
 |
5% buy Brilliant Marketing: What the Best Marketers Know, Do and Say £7.27 |
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
Most Helpful Customer Reviews
Share your thoughts with other customers: Create your own review
|
|
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
Your Recent History
(What's this?)|
After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in. |
