In this new book, Philip Kotler redefines marketing concepts from A to Z, highlighting how they have evolved. These enlightened and well-informed musings on the fundamental principles of marketing are based on Kotler's distinguished forty-year career in the business.

Advertising 1 Brands 8 Business-to-Business Marketing 15 Change 16 Communication and Promotion 18 Companies 20 Competitive Advantage 22 Competitors 23 Consultants 25 Corporate Branding 26 Creativity 27 Customer Needs 30 Customer Orientation 32 Customer Relationship Management (CRM) 34 Customers 36 Customer Satisfaction 41 Database Marketing 43 Design 46 Differentiation 49 Direct Mail 52 Distribution and Channels 53 Employees 57 Entrepreneurship 60 Experiential Marketing 61 Financial Marketing 62 Focusing and Niching 64 Forecasting and the Future 66 Goals and Objectives 68 Growth Strategies 70 Guarantees 74 Image and Emotional Marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 International Marketing 87 Internet and E-Business 91 Leadership 94 Loyalty 97 Management 99 Marketing Assets and Resources 101 Marketing Department Interfaces 102 Marketing Ethics 106 Marketing Mix 108 Marketing Plans 112 Marketing Research 115 Marketing Roles and Skills 119 Markets 121 Media 123 Mission 124 New Product Development 126 Opportunity 128 Organization 130 Outsourcing 131 Performance Measurement 133 Positioning 135 Price 138 Products 140 Profits 142 Public Relations 145 Quality 147 Recession Marketing 149 Relationship Marketing 151 Retailers and Vendors 154 Sales Force 157 Sales Promotion 160 Segmentation 162 Selling 164 Service 167 Sponsorship 169 Strategy 171 Success and Failure 175 Suppliers 176 Target Markets 177 Technology 178 Telemarketing and Call Centers 179 Trends in Marketing Thinking and Practice 181 Value 183 Word of Mouth 185 Zest 187 Notes 189 Index 195

Praise for Philip Kotler's MARKETING INSIGHTS FROM A to Z "There's only one name in marketing: Phil Kotler. His latest may be his best—a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago." —Tom Peters, author of In Search of Excellence and The Circle of Innovation "If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about." —Sergio Zyman, author of The End of Advertising as We Know It "This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover—the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today." —Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a Time "What Peter Drucker is to management, Philip Kotler is to marketing. Kotler's ideas are endlessly interesting, relevant, and ahead of the times." —Al Ries, Ries & Ries, author of The Fall of Advertising and the Rise of PR "This book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths—and it's in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing." —Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule!

“…he has produced something eminently accessible allowing everyone to dip their entrepreneurial toes into his accumulated wisdom…”(Better Business) “…this wonderful work…Kotler has succeeded in producing a book that appeals to both the seasoned pro and the novice…”(Marketing Business, June 2003) ‘…So many potentially good British businesses fail at the basics of marketing – traditionally confused with selling – that this book cannot be recommended too highly.’(Director, July 2003) “…might be his best…this book blazes with intensity and insight…” (Marketing Insights from A to ~Z Argent, Vol.2, Issue 4, 2003) “…Sounds like a dull rehash of conventional wisdom’s but is far from it…”(Brand Strategy, September 2003)

Advertising. Brands. Business-to-Business Marketing. Change. Communication and Promotion. Companies. Competitive Advantage. Competitors. Consultants. Corporate Branding. Creativity. Customer Needs. Customer Orientation. Customer Relationship Management (CRM). Customers. Customer Satisfaction. Database Marketing. Design. Differentiation. Direct Mail. Distribution and Channels. Employees. Entrepreneurship. Experiential Marketing. Financial Marketing. Focusing and Niching. Forecasting and the Future. Goals and Objectives. Growth Strategies. Guarantees. Image and Emotional Marketing. Implementation and Control. Information and Analytics. Innovation. Intangible Assets. International Marketing. Internet and E-Business. Leadership. Loyalty. Management. Marketing Assets and Resources. Marketing Department Interfaces. Marketing Ethics. Marketing Mix. Marketing Plans. Marketing Research. Marketing Roles and Skills. Markets. Media. Mission. New Product Development. Opportunity. Organization. Outsourcing. Performance Measurement. Positioning. Price. Products. Profits. Public Relations. Quality. Recession Marketing.   Relationship Marketing. Retailers and Vendors. Sales Force. Sales Promotion. Segmentation. Selling. Service. Sponsorship. Strategy. Success and Failure. Suppliers. Target Markets. Technology. Telemarketing and Call Centers. Trends in Marketing Thinking and Practice. Value. Word of Mouth. Zest. Notes. Index.