Philip Kotler's name is well known in the field of marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing bible in 58 countries. Now Kotler on Marketing offers his long-awaited, essential essay on marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.
Through Kotler's profound insights you will quickly update your competences and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thoughts, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such companies as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discussion on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new insight on such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and operational tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.
If your marketing strategy isn't effective, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few days with the world's bestknown marketer and improve your marketing performance tomorrow.