marketing insights from A to Z

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Praise for Marketing Insights from A to Z
“The bagwan of Marketing strikes again. Leave it to Phil Kotler to revisit all of
our blocking and tackling at just the right time . . . and as all great marketers
know: ‘timing is everything.’”
—Watts Wacker
Founder and CEO, FirstMatter
Author, The Deviant Advantage: How Fringe
Ideas Create Mass Markets
“Wide-ranging, readable, pithy, and right on target, these insights not only
are a great refresher for marketing managers but should be required reading
for all nonmarketing executives.”
—Christopher Lovelock
Adjunct Professor, Yale School of Management
Author, Services Marketing
“Kotler tackles the formidable challenge of explaining the entire world of
marketing in a single book, and, remarkably, pulls it off. This book is a chance
for you to rummage through the marketing toolbox, with Kotler looking over
your shoulder telling you how to use each tool. Useful for both pros and
those just starting out.”
—Sam Hill
Author, Sixty Trends in Sixty Minutes
“This storehouse of marketing wisdom is an effective antidote for those who
have lost sight of the basics, and a valuable road map for those seeking a marketing mind-set.”
—George Day
Geoffrey T. Boisi Professor of Marketing,
Wharton School of Business
“Here is anything and everything you need to know about where marketing
stands today and where it’s going tomorrow. You can plunge into this tour de
force at any point from A to Z and always come up with remarkable insights
and guidance. Whatever your position in the business world, there is invaluable wisdom on every page.”
—Stan Rapp
Coauthor, MaxiMarketing and
Max-e-Marketing in the Net Future
“A nourishing buffet of marketing wisdom. This is a book to which you will
return many times after the initial reading.”
—Leonard Berry
Distinguished Professor of Marketing,
Texas A&M University
Author, Discovering the Soul of Service

Marketing Insights
from A to Z

Marketing Insights
from A to Z
80 Concepts Every Manager Needs To Know

Philip Kotler

John Wiley & Sons, Inc.

Copyright © 2003 by Philip Kotler. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in
any form or by any means, electronic, mechanical, photocopying, recording, scanning, or
otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright
Act, without eit...
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