What will you learn from this book
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Holistic View of Marketing: Kotler emphasizes the importance of adopting a holistic view of marketing that encompasses all aspects of a business, including product development, pricing, distribution, and promotion.
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Customer-Centric Approach: Kotler is known for promoting a customer-centric approach to marketing. Understanding and meeting customer needs and preferences are central to successful marketing strategies.
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Value Creation: The book underscores the idea that marketing should focus on creating and delivering value to customers. Companies that provide superior value are more likely to succeed in the marketplace.
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Segmentation and Targeting: Kotler discusses the significance of market segmentation and targeting specific customer segments with tailored marketing strategies. This approach allows businesses to better address diverse customer needs.
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Integrated Marketing Communications (IMC): Kotler emphasizes the importance of integrating various communication channels to deliver a consistent and coherent message to the target audience. IMC involves coordinating advertising, public relations, sales promotion, and other elements.
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Product Lifecycle Management: The book likely discusses the concept of product lifecycle and the different marketing strategies required at each stage, from introduction to growth, maturity, and decline.
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Social Responsibility: Kotler addresses the role of marketing in corporate social responsibility. Businesses are encouraged to consider the social and environmental impact of their actions and incorporate ethical considerations into their marketing strategies.
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Global Marketing: In an increasingly interconnected world, Kotler discusses the challenges and opportunities of global marketing. Businesses need to adapt their strategies to different cultural, economic, and social contexts.
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Digital Marketing: As marketing channels evolve, Kotler likely discusses the importance of digital marketing strategies, including online advertising, social media, and e-commerce.
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Continuous Learning: Kotler emphasizes the dynamic nature of the marketing field. Successful marketers should be committed to continuous learning and adapting to changes in consumer behavior, technology, and market trends.
| Language | English |
|---|---|
| ISBN-10 | 0684860473 |
| ISBN-13 | 9780684860473 |
| No of pages | 255 |
| Font Size | Medium |
| Book Publisher | Simon & Schuster |
| Published Date | 20 Aug 2001 |
About Author
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Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers.
For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book.