Marketing Insights from A to Z 市场认知：经理人必晓的80个概念

ThemostrenownedfigureintheworldofmarketingoffersthenewrulestothegameformarketingprofessionalsandbusinessleadersalikeInMarketingInsightsfromAtoZ,PhilipKotler,oneoftheundisputedfathersofmodernmarketing,redefinesmarketing'sfundamentalconceptsfromAtoZ,highlightinghowbusinesshaschangedandhowmarketingmustchangewithit.Hepredictsthatoverthenextdecademarketingtechniqueswillrequireacompleteoverhaul.Furthermore,thefutureofmarketingisincompany-widemarketinginitiatives,notinarelianceonasinglemarketingdepartment.Thisconcise,stimulatingbookrelaysfundamentalideasfastforbusyexecutivesandmarketingprofessionals.MarketingInsightsfromAtoZpresentstheenlightenedandwell-informedmusingsofatruemasteroftheartofmarketingbasedonhisdistinguishedforty-yearcareerinthebusiness.Othertopicsincludebranding,experientialadvertising,customerrelationshipmanagement,leadership,marketingethics,positioning,recessionmarketing,technology,overallstrategy,andmuchmore.