false 37492 1 0 85907 0131457578 9780131457577 21 <![CDATA[Marketing Management (12th Edition) (Marketing Management)]]> http://photo.goodreads.com/books/1171062878m/85907.jpg http://www.goodreads.com/book/show/85907.Marketing_Management 3.67 132 37492 3.65 433 76 46879 3.70 146 23 74280 0131469185 9780131469181 14 <![CDATA[Principles of Marketing (11th Edition) (Principles of Marketing)]]> http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/book/show/74280.Principles_of_Marketing 3.76 42 The 11<SUP>th</SUP> edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.</P>]]> 37492 3.65 433 76 42112 3.77 79 22 1240848 0684850338 9780684850337 1 <![CDATA[Kotler on Marketing: How to Create, Win, and Dominate Markets]]> http://photo.goodreads.com/books/1182184608m/1240848.jpg http://www.goodreads.com/book/show/1240848.Kotler_on_Marketing_How_to_Create_Win_and_Dominate_Markets 3.87 23 the authority on marketing for business grad students around the world. (His seven textbooks on various aspects of the topic are available in 18 languages in 58 countries, for example, while his seminal Marketing Management is considered the most widely used volume among all MBAs.) Even with all these publications, and a consultation/seminar practice aligned with firms such as AT&T, IBM, Michelin, Shell, and Merck, Kotler never committed to paper his popular theories concerning the ways in which executives and their managers should approach their real-life marketing programs. Until, that is, Kotler on Marketing. Comprehensive yet clear, this new compendium finally synthesizes Kotler's vast experiences and proven ideas into a single accessible resource. Three meaty initial sections address a series of strategic, tactical, and administrative concerns, ranging from identifying opportunities and building brand equity to utilizing outside intelligence and evaluating performance. A brief fourth part titled "Transformational Marketing" offers Kotler's perspective on "the revolutionary impact on the marketplace and marketing practice of the new technologies ... and new media" including the Internet, fax machines, sales-automation software, cable TV, videoconferencing, and "personal newspapers." --Howard Rothman]]> 37492 3.65 433 76 586019 0471268674 9780471268673 3 <![CDATA[Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know]]> http://photo.goodreads.com/books/1176044116m/586019.jpg http://www.goodreads.com/book/show/586019.Marketing_Insights_from_A_to_Z_80_Concepts_Every_Manager_Needs_to_Know 3.67 18 In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.
Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.]]> 37492 3.65 433 76 180189 0814472958 9780814472958 3 <![CDATA[According To Kotler: The World's Foremost Authority On Marketing Answers Your Questions]]> http://photo.goodreads.com/books/1172483133m/180189.jpg http://www.goodreads.com/book/show/180189.According_To_Kotler_The_World_s_Foremost_Authority_On_Marketing_Answers_Your_Questions 3.25 16 According to Kotler offers his insightful, thought-provoking answers to questions such as:

* What effects are dynamics like globalization, hyper-competition, and the Internet having on marketing?
* What skills do marketing managers need to be successful?
* What marketing strategies make sense during a recession?
* What are holistic marketing and reverse marketing?
* How can a local brand be turned into a global brand?
* What signs might indicate a need for a change in strategy?
* What does the marketing department of the future look like?

Kotler expounds on these and many other questions in this fascinating, landmark book no marketing professional should be without.

]]> 37492 3.65 433 76 225536 0471650226 9780471650225 1 <![CDATA[Ten Deadly Marketing Sins: Signs and Solutions]]> http://photo.goodreads.com/books/1172865709m/225536.jpg http://www.goodreads.com/book/show/225536.Ten_Deadly_Marketing_Sins_Signs_and_Solutions 3.36 14 As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest.
Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships.
Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing.
Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.]]> 37492 3.65 433 76 345334 0875847374 9780875847375 2 <![CDATA[Standing Room Only: Strategies for Marketing the Performing Arts]]> http://photo.goodreads.com/books/1173920107m/345334.jpg http://www.goodreads.com/book/show/345334.Standing_Room_Only_Strategies_for_Marketing_the_Performing_Arts 3.90 10 37492 3.65 433 76 1879480 0130109800 9780130109804 0 <![CDATA[Marketing Management: An Asian Perspective]]> http://photo.goodreads.com/books/1189652181m/1879480.jpg http://www.goodreads.com/book/show/1879480.Marketing_Management_An_Asian_Perspective 3.71 7 37492 3.65 433 76 862706 0471455164 9780471455165 0 <![CDATA[Lateral Marketing: New Techniques for Finding Breakthrough Ideas]]> http://photo.goodreads.com/books/1178993580m/862706.jpg http://www.goodreads.com/book/show/862706.Lateral_Marketing_New_Techniques_for_Finding_Breakthrough_Ideas 3.57 7 According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities.
Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.]]> 37492 3.65 433 76 37491 4.08 39 8 162201 3540253602 9783540253600 2 <![CDATA[B2B Brand Management]]> http://photo.goodreads.com/books/1172298969m/162201.jpg http://www.goodreads.com/book/show/162201.B2B_Brand_Management 3.17 6 As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands.

Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance.

Thus branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.

Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

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