Philip Kotler's Books

Kotler On Marketing

By: Philip Kotler

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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.

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253

Publisher

Simon and Schuster

Published Date

ISBN 10

1471109569

ISBN 13

9781471109560

Marketing Places

By: Philip Kotler

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Marketing Places

By: Philip Kotler

Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations -- are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets. From studies of cities and nations throughout the world, Kotler, Haider, and Rein offer a systematic analysis of why so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy. They show how "place wars" -- battles for Japanese factories, government projects, Olympic Games, baseball team franchises, convention business, and other economic prizes -- are often misguided and end in wasted money and effort. The hidden key to vigorous economic development, the authors argue, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively. Strategic marketing of places requires a deep understanding of how "place buyers" -- tourists, new residents, factories, corporate headquarters, investors -- make their place decisions. With this understanding, "place sellers" -- economic development agencies, tourist promotion agencies, mayor's offices -- can take the necessary steps to compete aggressively for place buyers. This straightforward guide for effectively marketing places will be the framework for economic development in the 1990s and beyond.

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Page Count

403

Publisher

Simon and Schuster

Published Date

ISBN 10

1439105162

ISBN 13

9781439105160

According to Kotler

The World's Foremost Authority on Marketing Answers Your Questions

By: Philip Kotler

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According to Kotler

The World's Foremost Authority on Marketing Answers Your Questions

By: Philip Kotler

According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into an immensely readable question and answer format. Based on the thousands of questions Kotler has been asked over the years, the book reveals the revolutionary theories of one of the profession's most revered experts.

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196

Publisher

Amacom Books

Published Date

ISBN 10

0814472958

ISBN 13

9780814472958

Marketing Insights from A to Z

80 Concepts Every Manager Needs to Know

By: Philip Kotler

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Marketing Insights from A to Z

80 Concepts Every Manager Needs to Know

By: Philip Kotler

The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike 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.

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Page Count

234

Publisher

Wiley + ORM

Published Date

ISBN 10

1118045610

ISBN 13

9781118045619

Framework for Marketing Management :Global Edition

By: Philip Kotler,Kevin Lane Keller

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Framework for Marketing Management :Global Edition

By: Philip Kotler,Kevin Lane Keller

For graduate and undergraduate marketing management courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Framework for Marketing Management is a concise adaptation of the gold standard marketing management textbook for professors who want authoritative coverage of current marketing management practice and theory, but the want the flexibility to add outside cases, simulations, or projects.

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359

Publisher

Pearson Higher Ed

Published Date

ISBN 10

1447930193

ISBN 13

9781447930198

Principles of Marketing

By: Philip Kotler,Gary Armstrong

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Principles of Marketing

By: Philip Kotler,Gary Armstrong

Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.

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730

Published Date

ISBN 10

0137128274

ISBN 13

9780137128273

Advancing the Common Good

Strategies for Businesses, Governments, and Nonprofits

By: Philip Kotler

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Advancing the Common Good

Strategies for Businesses, Governments, and Nonprofits

By: Philip Kotler

These inspiring stories of prominent reformers fighting for the Common Good help concerned readers and voters recognize which actions and proposals will substantially elevate the happiness and well-being of citizens. Philip Kotler describes how today's society is in a state of "durable disorder," with authoritarianism on the rise and democracy on the decline around the world. He highlights the role of the Common Good and offers readers a guide to fortifying democratic values and creating organizations that pursue a better vision of the world. This text is essential for: Public citizens who want to help solve their community's problems Businesses that want to contribute to the public good Government agencies aiming to improve services and innovations Nonprofit organizations dedicated to meeting public needs Kotler details tools for public action used by luminaries such as Martin Luther King Jr., Susan B. Anthony, Rachel Carson, and Nelson Mandela, describing the advances these reformers achieved and mapping out strategies for delivering "the greatest good for the greatest number.

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Page Count

191

Publisher

Bloomsbury Publishing USA

Published Date

ISBN 13

9798216042549

Marketing Management

By: Philip Kotler,Kevin Lane Keller

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Marketing Management

By: Philip Kotler,Kevin Lane Keller

This is the 14th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.

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800

Published Date

ISBN 10

0273753363

ISBN 13

9780273753360

Lateral Marketing

New Techniques for Finding Breakthrough Ideas

By: Philip Kotler,Fernando Trias De Bes

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Lateral Marketing

New Techniques for Finding Breakthrough Ideas

By: Philip Kotler,Fernando Trias De Bes

A revolutionary new system for generating the next big marketing ideas and opportunities 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.

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232

Publisher

John Wiley & Sons

Published Date

ISBN 10

0471455164

ISBN 13

9780471455165

Democracy in Decline

Rebuilding its Future

By: Philip Kotler

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Democracy in Decline

Rebuilding its Future

By: Philip Kotler

Democracy in Decline is an examination by the ′father of modern marketing′ into how a long cherished product (democracy) is failing the needs of its consumers (citizens). Philip Kotler identifies 14 shortcomings of today’s democracy and confronts this gloomy outlook with some potential solutions and a positive message; that a brighter future awaits if we can come together and save democracy from its decline. Encouraging readers to join the conversation, exercise their free speech and get on top of the issues that affect their lives regardless of nationality or political persuasion. Suitable for students across a broad range of courses including Political Science, Politics, Political Marketing and Critical Management/Sociology. An accompanying website invites those interested to help find and publish thoughtful articles that aid our understanding of what is happening and what can be done to improve democracies around the world.

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229

Publisher

SAGE

Published Date

ISBN 10

1473988284

ISBN 13

9781473988286

Social Marketing

Changing Behaviors for Good

By: Nancy R. Lee,Philip Kotler

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Social Marketing

Changing Behaviors for Good

By: Nancy R. Lee,Philip Kotler

Turning Principle into Practice Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

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856

Publisher

SAGE Publications

Published Date

ISBN 10

1483324990

ISBN 13

9781483324999

Ingredient Branding

Making the Invisible Visible

By: Philip Kotler,Waldemar Pfoertsch

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Ingredient Branding

Making the Invisible Visible

By: Philip Kotler,Waldemar Pfoertsch

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

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409

Publisher

Springer Science & Business Media

Published Date

ISBN 10

3642042147

ISBN 13

9783642042140

Rethinking Marketing

Sustainable Marketing Enterprise in Asia

By: Philip Kotler

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Rethinking Marketing

Sustainable Marketing Enterprise in Asia

By: Philip Kotler

This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.

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276

Publisher

FT Press

Published Date

ISBN 10

0133410196

ISBN 13

9780133410198

Confronting Capitalism

Real Solutions for a Troubled Economic System

By: Philip Kotler

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Confronting Capitalism

Real Solutions for a Troubled Economic System

By: Philip Kotler

Assesses fourteen major vulnerabilities in the American economic system, and offers solutions for buttressing shortcomings and returning to a more sustainable capitalism.

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248

Publisher

Amacom Books

Published Date

ISBN 10

0814436455

ISBN 13

9780814436455

Social marketing : behavior change for social good

By: Nancy R. Lee,Philip Kotler

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Social marketing : behavior change for social good

By: Nancy R. Lee,Philip Kotler

Bestselling authors Nancy R. Lee and Philip Kotler guide students and practitioners through each stage of the social marketing campaign process with their 10 Step Strategic Social Marketing Planning Model. The sixth edition includes expanded coverage of social media, 27 new case studies and dozens of new examples related to today's most pressing social problems, including climate change, youth suicide, the opioid epidemic and more.

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486

Published Date

ISBN 10

1544371861

ISBN 13

9781544371863

According to Kotler

The World's Foremost Authority on Marketing Answers Your Questions

By: Philip Kotler

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According to Kotler

The World's Foremost Authority on Marketing Answers Your Questions

By: Philip Kotler

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196

Publisher

Amacom Books

Published Date

ISBN 10

0814472958

ISBN 13

9780814472958

Ten Deadly Marketing Sins

Signs and Solutions

By: Philip Kotler

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Ten Deadly Marketing Sins

Signs and Solutions

By: Philip Kotler

Marketing's undisputed doyen offers an unbeatable guide on what not to do 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.

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172

Publisher

John Wiley & Sons

Published Date

ISBN 10

0471650226

ISBN 13

9780471650225

Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

By: Philip Kotler,David Hessekiel,Nancy R. Lee

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Good Works!

Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

By: Philip Kotler,David Hessekiel,Nancy R. Lee

Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.

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288

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118206681

ISBN 13

9781118206683

Marketing Management

4th European Edition

By: Philip Kotler,Kevin Keller,Mairead Brady,Malcolm Goodman,Torben Hansen

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Marketing Management

4th European Edition

By: Philip Kotler,Kevin Keller,Mairead Brady,Malcolm Goodman,Torben Hansen

The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.

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1199

Publisher

Pearson UK

Published Date

ISBN 10

1292248467

ISBN 13

9781292248462

Kotler On Marketing

By: Philip Kotler

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Kotler On Marketing

By: Philip Kotler

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253

Publisher

Simon and Schuster

Published Date

ISBN 10

1471109569

ISBN 13

9781471109560

Principles of Marketing

An Asian Perspective

By: Philip Kotler

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Principles of Marketing

An Asian Perspective

By: Philip Kotler

For undergraduates studying Principles of Marketing courses. Principles of Marketing: An Asian Perspective provides a comprehensive coverage on topics of Marketing set in an Asian context. Learning is made more engaging for students and teaching more convenient for instructors.

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118

Publisher

Pearson Prentice Hall

Published Date

ISBN 10

9810687532

ISBN 13

9789810687533

Principles of Marketing

By: Gary M. Armstrong,Stewart Adam,Sara Marion Denize,Michael Volkov,Philip Kotler

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Principles of Marketing

By: Gary M. Armstrong,Stewart Adam,Sara Marion Denize,Michael Volkov,Philip Kotler

A flagship marketing resource that provides an introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills. MyLab Marketing can be packaged with this edition to engage students and allow them to apply their knowledge, strengthen their understanding of key concepts and develop critical decision making skills.

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550

Published Date

ISBN 10

148861184X

ISBN 13

9781488611841

Marketing 3.0

From Products to Customers to the Human Spirit

By: Philip Kotler,Hermawan Kartajaya,Iwan Setiawan

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Marketing 3.0

From Products to Customers to the Human Spirit

By: Philip Kotler,Hermawan Kartajaya,Iwan Setiawan

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

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212

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470609796

ISBN 13

9780470609798

Social Marketing

Influencing Behaviors for Good

By: Nancy R. Lee,Philip Kotler

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Social Marketing

Influencing Behaviors for Good

By: Nancy R. Lee,Philip Kotler

The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement.This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.

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521

Publisher

SAGE Publications

Published Date

ISBN 10

1412981492

ISBN 13

9781412981491

Up and Out of Poverty

The Social Marketing Solution

By: Philip T. Kotler,Nancy R. Lee

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Up and Out of Poverty

The Social Marketing Solution

By: Philip T. Kotler,Nancy R. Lee

In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - to systematically put in place the conditions poor people need to escape poverty. Through real case studies, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies. Over the past 30 years, the authors' social marketing techniques have been successfully applied to health care, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee show how they can be applied to the largest social challenge of all: global poverty.

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368

Publisher

Pearson Prentice Hall

Published Date

ISBN 10

0131364553

ISBN 13

9780131364554

Principles of Marketing

By: Philip Kotler

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Principles of Marketing

By: Philip Kotler

Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition has changed to reflect marketing's ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.

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Pearson Education

Published Date

ISBN 10

0273684566

ISBN 13

9780273684565

Chaotics

The Business of Managing and Marketing in the Age of Turbulence

By: Philip Kotler,John A. Caslione

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Chaotics

The Business of Managing and Marketing in the Age of Turbulence

By: Philip Kotler,John A. Caslione

We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today’s crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. Chaotics presents a revolutionary set of guidelines designed to help businesses: • detect sources of turbulence • prepare scenarios • predict resulting vulnerabilities and opportunities • develop responses to ensure long-term resilience and success • avoid risk while advancing the interests of the company • build flexibility into the balance sheet • price strategically • adjust products to meet new customer values • and more. Complete with metrics and measurements, Chaotics outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.

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224

Publisher

AMACOM

Published Date

ISBN 10

0814415245

ISBN 13

9780814415245

Marketing 6.0

The Future Is Immersive

By: Philip Kotler,Hermawan Kartajaya,Iwan Setiawan

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Marketing 6.0

The Future Is Immersive

By: Philip Kotler,Hermawan Kartajaya,Iwan Setiawan

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Readers will learn about: The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

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Page Count

262

Publisher

John Wiley & Sons

Published Date

ISBN 10

1119835372

ISBN 13

9781119835370

Book's by Philip Kotler

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