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B2B Brand Management
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B2B Brand ManagementB2B Brand Management

by Philip Kotler & Waldemar Pfoertsch

The promise behind the brand becomes the strength of motivation for all activities of the company and its partners. This book by Philip Kotler, covers in depth the whole direction of brands, illustrated with cases


 
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Tags: Kotler, Philip, WRONG, Brand, Waldemar, Management, depth
Philip Kotler - Ten Deadly Marketing Sins: Signs and Solutions
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Philip Kotler - Ten Deadly Marketing Sins: Signs and Solutions

Marketing's undisputed doyen offers an unbeatable guide on what not to do. As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace.

 


Edited by: ninasimeo - 5 January 2011
Reason: main link refreshed

 
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Tags: marketing, Deadly, Marketing, Kotler, their, marketers, Philip
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
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Marketing Insights from A to Z: 80 Concepts Every Manager Needs to KnowPhilip Kotler, «Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know»
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike
In 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.
 
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Tags: marketing, Insights, Kotler, Philip, Marketing