The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alikeIn Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

营销界最著名的人物为营销专业人士和商业领袖提供了新的游戏规则alikeIn marketing Insights from A to Z，Philip Kotler，一位无可争议的现代营销之父，从A到Z重新定义了营销的基本概念，强调业务是如何变化的，市场营销也必须随之变化。他预测，在未来十年里，营销技巧将需要彻底改革。此外，营销的未来在于公司范围内的营销活动，而不是依赖于单一的营销部门。这本简洁，刺激的书转达的基本思想，为繁忙的管理人员和营销专业人士快速。《从A到Z的营销洞察力》展示了一位真正的营销艺术大师在其杰出的四十年商业生涯中的开明和见多识广的思考。其他主题包括品牌、体验式广告、客户关系管理、领导力、营销道德、定位、衰退营销、技术、整体战略等等。C.约翰逊和儿子是西北大学凯洛格研究生院国际营销学的杰出教授，是世界上最具权威性的营销项目之一。科特勒是二十本书的作者，也是非营利组织和领先公司的顾问，如IBM、通用电气、美国银行和AT&T。