Marketing Insights from A to Z
IN THIS SUMMARY
For more than three decades, Kotler has been the authority on modern marketing. Both as a pioneer and as the leading popularizer of the discipline, he has helped marketing students and managers worldwide master the basic concepts and practice of the field in an easily accessible, pragmatic way. Now, because of rapidly changing market and consumer realities, he believes that marketing will be "reengineered from A to Z" in the coming decade and beyond. Thus, he offers this highlight of 80 of the most critical concepts and ideas that he thinks businesspeople need in order to meet these unprecedented challenges of the future. In Marketing Insights from A to Z, Kotler illuminates relevant topics from advertising to zest, providing a quick refresher for seasoned marketing managers, or an essential primer for marketing students and nonmarketing business professionals as well.