In this much-needed trade book, the Father of Marketing, Philip Kotler, redefines marketing concepts A-Z, highlighting how they have evolved.
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|publisher||Wiley India Pvt Ltd|
|TITLE||MARKETING INSIGHTS FROM A TO Z: 80 CONCEPTS EVERY MANAGER NEEDS TO KNOW|
|Number of Page||228|
In this much-needed trade book, the Father of Marketing, Philip Kotler, redefines marketing concepts A-Z, highlighting how they have evolved. In the past five years, we have seen marketing transformed by concepts like Experiential Marketing, Permission Marketing, and Relationship Marketing, and the once-clear roles of marketers have been turned on their heads. As a result, Kotler believes that many of the classic marketing methods have evolved into new concepts that need to be redefined. The book is the result of Kotler's musings on the fundamental principles behind marketing, as manifested throughout his distinguished forty-year career