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.
Philip 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.
Philip Pullman - The Amber Spyglass The Amber Spyglass is the third (after The Golden Compass and The Subtle Knife) and final novel in the His Dark Materials series, written by British author Philip Pullman, and published in 2000. The Amber Spyglass won the 2001 Whitbread Book of the Year award, a prestigious British literature award. It is also the most controversial book.
"Philosophy: 100 Essential Thinkers" by Philip Stokes
Knowledge and the sudden experience of understanding can be as thrilling as the solution to any puzzle or riddle, since knowledge always resolves a mystery-that of not knowing. Most people are familiar with the names Plato, Machiavelli, Spinoza, and Simone de Beauvoir, but remain unsure of their significance. Philosophy: 100 Essential Thinkers provides succinct descriptions of the essential thought of one hundred major philosophers, including some who are not seen primarily as philosophers, such as Darwin, Freud, and Einstein. Presenting biographical details, quotations, and clear explanations, Philosophy serves as a thorough and accessible introduction to the Western intellectual tradition, covering philosophical, scientific, political, and religious thought over a period of 2,500 years.
This logical, developmental presentation of the major aspects of English grammar includes all the necessary tools for speech and comprehension. Designed for adults with limited learning time who wish to acquire the basics of everyday English, this grammar features numerous shortcuts and timesavers. Ideal as an introduction, supplement, or refresher.
