Marketing Insights from A to Z (PDF)

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.