» » Kotler on Marketing: How to Create, Win, and Dominate Markets

Kotler on Marketing: How to Create, Win, and Dominate Markets epub download

by Philip Kotler


All content in this area was uploaded by Philip Kotler on Mar 18, 2015. The following is a highlighted summary of the book, Kotler on Marketing, published by Free Press.

All content in this area was uploaded by Philip Kotler on Mar 18, 2015. Download full-text PDF. The. statements below are key points of the book as determined by James Altfeld and have been made. Kotler on Marketing: How to Create, Win and Dominate Markets. There are three kinds of companies: those who make things happen, those who watching things. happen, and those who wonder what’s happened.

Электронная книга "Kotler On Marketing: How To Create, Win, and Dominate Markets", Philip Kotler. Эту книгу можно прочитать в Google Play Книгах на компьютере, а также на устройствах Android и iOS. Выделяйте текст, добавляйте закладки и делайте заметки, скачав книгу "Kotler On Marketing: How To Create, Win, and Dominate Markets" для чтения в офлайн-режиме.

Philip Kotler's name is synonymous with marketing. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet.

The following is a highlighted summary of the book, Kotler on Marketing, published by Free Press. Kotler on Marketing: How to Create, Win and Dominate Markets By Philip Kotler There are three kinds of companies: those who make things happen, those who watching things happen, and those who wonder what’s happened. - Anonymous There are two kinds of companies: those who change and those who disappear. Philip Kotler's name is synonymous with marketing.

New York : Free Press. Books for People with Print Disabilities. Internet Archive Books. Uploaded by Lotu Tii on December 20, 2011. SIMILAR ITEMS (based on metadata). Terms of Service (last updated 12/31/2014).

Kotler on Marketing - Altfeld Inc. Companies have finally managed to get their . There are three kinds of companies: those.

Quality is when our customers come back and our products don't. Le marketing selon Kotler: Phillip Kotler. MEMANTAU LINGKUNGAN PEMASARAN Kotler on Marketing.

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

Kotler on Marketing: How to Create, Win, and Dominate Markets epub download

ISBN13: 978-0684850337

ISBN: 0684850338

Author: Philip Kotler

Category: Business and Money

Subcategory: Marketing & Sales

Language: English

Publisher: Free Press; 1 edition (April 21, 1999)

Pages: 272 pages

ePUB size: 1503 kb

FB2 size: 1321 kb

Rating: 4.1

Votes: 193

Other Formats: mbr rtf mobi azw

Related to Kotler on Marketing: How to Create, Win, and Dominate Markets ePub books

Damdyagab
Phil Kotler's neurons have cataloged and cross-indexed a vast library of marketing theory. Kotler on Marketing is a central compendium of big marketing ideas in my opinion. It is dense and at sometimes overwhelming, but the mental workout is well worth the effort. It's hard to know where to begin, even though this book is only 220 pages long. So in brief, here are some of my salient gleanings:

- One can market products, people, places, ideas, experiences and organizations.
- The central purpose of marketing is demand management through exchanges, relationships and networks.
- You can dominate markets through higher quality, better service, lower prices, higher market share, customization, product innovation, and exceeding customer expectations. It also pays to enter high-growth markets.
- Peter Drucker said, "the aim of marketing is to make selling superfluous." (This explains the conflict between marketing and sales that I see so often.)
- There are three levels of marketing: 1) Responsive Marketing; 2) Anticipative Marketing; 3) Need-Shaping Marketing (i.e., "I don't serve markets. I create them." - Akio Morita, Sony).
- Marketing management includes research, segmentation and targeting, positioning, branding, balancing the marketing mix of the 4 Ps, implementing, and controlling. (Implementation is the big challenge.)
- You can segment markets by demographic, benefit, occasion, usage level, and lifestyle.
- Marketing audits include a survey of demographics, the economy, the environment, technology, political changes, and cultural forces.
- Pay close attention to managing relationships with employees, distributors, suppliers, marketing agencies, logistics agencies, the press, and the community at large.
- Recruiting, selecting, hiring, training, motivating, compensating and evaluating salespeople is the task of Directors of Sales and Marketing.
- Focus on getting customers, keeping customers, and growing customers.
- Work to increase margin, market share and customer satisfaction.

These snowflakes are just the tip of the iceberg. Remember that this book presents theory; not practice, so don't expect a cookbook. Additionally, Kotler's work does not provide solid counsel for the Internet and the disruptive innovation it is bringing. Still in all, if you are a marketer, Kotler on Marketing is a must have. It will get your wheels spinning and help organize your thoughts.

Marketing Strategy
Damdyagab
Phil Kotler's neurons have cataloged and cross-indexed a vast library of marketing theory. Kotler on Marketing is a central compendium of big marketing ideas in my opinion. It is dense and at sometimes overwhelming, but the mental workout is well worth the effort. It's hard to know where to begin, even though this book is only 220 pages long. So in brief, here are some of my salient gleanings:

- One can market products, people, places, ideas, experiences and organizations.
- The central purpose of marketing is demand management through exchanges, relationships and networks.
- You can dominate markets through higher quality, better service, lower prices, higher market share, customization, product innovation, and exceeding customer expectations. It also pays to enter high-growth markets.
- Peter Drucker said, "the aim of marketing is to make selling superfluous." (This explains the conflict between marketing and sales that I see so often.)
- There are three levels of marketing: 1) Responsive Marketing; 2) Anticipative Marketing; 3) Need-Shaping Marketing (i.e., "I don't serve markets. I create them." - Akio Morita, Sony).
- Marketing management includes research, segmentation and targeting, positioning, branding, balancing the marketing mix of the 4 Ps, implementing, and controlling. (Implementation is the big challenge.)
- You can segment markets by demographic, benefit, occasion, usage level, and lifestyle.
- Marketing audits include a survey of demographics, the economy, the environment, technology, political changes, and cultural forces.
- Pay close attention to managing relationships with employees, distributors, suppliers, marketing agencies, logistics agencies, the press, and the community at large.
- Recruiting, selecting, hiring, training, motivating, compensating and evaluating salespeople is the task of Directors of Sales and Marketing.
- Focus on getting customers, keeping customers, and growing customers.
- Work to increase margin, market share and customer satisfaction.

These snowflakes are just the tip of the iceberg. Remember that this book presents theory; not practice, so don't expect a cookbook. Additionally, Kotler's work does not provide solid counsel for the Internet and the disruptive innovation it is bringing. Still in all, if you are a marketer, Kotler on Marketing is a must have. It will get your wheels spinning and help organize your thoughts.

Marketing Strategy
Beazerdred
Managing changing needs and desires! Kotler summarizes this field which is wide and becoming wider. In cogent, succint style, this book takes the marketing executive, student or executive who has to deal with marketers through where the field has been, where it is today and where it is heading.'
This is well done. Examples from real world are included (not much hypothetical, classroom or research stuff included) with great questions to ask yourself at the end of each chapter to probe deeper into the topic. Additional references are provided for those who wish to utitlize the concept further.
I find Kotler very easy to read and follow. The approach here presented is right on! There is a warehouse of great lines that can propel one's marketing, e.g. "If companies focus only on their costs, they will never grow to greatness. Without a top line, there will be no bottom line." or "The way to beat your competitors is to attack yourself first." "Finally, customers don't want promotion; they want two-way communication."
This is a gem of a book to mine for info or to put into practice. Likely those not familiar at all with the field will gain much from reading, while those engaged will find this work extremely practical, productive, clarifying and motivating. Not only does he point out trends and weaknesses and opportunities, but in most cases, provides real practitioners and examples, plus optional opportunities.
Beazerdred
Managing changing needs and desires! Kotler summarizes this field which is wide and becoming wider. In cogent, succint style, this book takes the marketing executive, student or executive who has to deal with marketers through where the field has been, where it is today and where it is heading.'
This is well done. Examples from real world are included (not much hypothetical, classroom or research stuff included) with great questions to ask yourself at the end of each chapter to probe deeper into the topic. Additional references are provided for those who wish to utitlize the concept further.
I find Kotler very easy to read and follow. The approach here presented is right on! There is a warehouse of great lines that can propel one's marketing, e.g. "If companies focus only on their costs, they will never grow to greatness. Without a top line, there will be no bottom line." or "The way to beat your competitors is to attack yourself first." "Finally, customers don't want promotion; they want two-way communication."
This is a gem of a book to mine for info or to put into practice. Likely those not familiar at all with the field will gain much from reading, while those engaged will find this work extremely practical, productive, clarifying and motivating. Not only does he point out trends and weaknesses and opportunities, but in most cases, provides real practitioners and examples, plus optional opportunities.
Jake
This was the textbook for a marketing class I took in Spring 2015. With the cost of textbooks these days, 5 stars to the professor for not using a $250 textbook! The book itself is a very quick and easy read, though quite outdated. Not a lot on 21st century social media, email, or internet marketing, but overall the fundamental 20th century concepts are timeless and priceless... especially for only $10! Not a book for advanced marketing students or professionals, but if you want a crash course on the basics, this will do it.
Jake
This was the textbook for a marketing class I took in Spring 2015. With the cost of textbooks these days, 5 stars to the professor for not using a $250 textbook! The book itself is a very quick and easy read, though quite outdated. Not a lot on 21st century social media, email, or internet marketing, but overall the fundamental 20th century concepts are timeless and priceless... especially for only $10! Not a book for advanced marketing students or professionals, but if you want a crash course on the basics, this will do it.
Kinashand
A great book for manager and CEOs who want to start a business campaign. It is a great book that chanfes your perspective about marketing. It will be better if it had more graphics to explain the book as an entire method.
Kinashand
A great book for manager and CEOs who want to start a business campaign. It is a great book that chanfes your perspective about marketing. It will be better if it had more graphics to explain the book as an entire method.
Shezokha
Ditto all the praise included before. I'm using the book this summer (2000) as a one week read in my marketing communication management capstone seminar here at FSU. I should add that when I first discovered the book I found it useful as a refresher to hone my own marketing acumen. Despite keeping active in the real world via consulting, it's nice to sit back and reflect on the basics. I recommend it for veterans who need a quick refocus. As my students say, "Kotler is the bomb!"
Shezokha
Ditto all the praise included before. I'm using the book this summer (2000) as a one week read in my marketing communication management capstone seminar here at FSU. I should add that when I first discovered the book I found it useful as a refresher to hone my own marketing acumen. Despite keeping active in the real world via consulting, it's nice to sit back and reflect on the basics. I recommend it for veterans who need a quick refocus. As my students say, "Kotler is the bomb!"
Fenius
'Kotler on Marketing' provides a concise overview on modern marketing principles. Despite the condensed nature of its content, many illustrative examples are included throughout the book. It serves well as a great 'appetizer' for readers who are interested in marketing.
Fenius
'Kotler on Marketing' provides a concise overview on modern marketing principles. Despite the condensed nature of its content, many illustrative examples are included throughout the book. It serves well as a great 'appetizer' for readers who are interested in marketing.
Marinara
Great book with a lot of good information...love it.
Marinara
Great book with a lot of good information...love it.
Good
Good