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Kotler on Marketing: How to Create, Win, and…
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Kotler on Marketing: How to Create, Win, and Dominate Markets

by Philip Kotler

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Philip Kotler is de bekendste en meest invloedrijke marketingdenker van deze tijd. In dit langverwachte boek zet hij zijn inzichten, gebaseerd op zijn wereldberoemde seminars, voor managers op een rij. De laatste ontwikkelingen op het gebied van databasemarketing, relatiemarketing, high tech marketing, global marketing en de uitdagingen en kansen die het Internet biedt, worden in zijn zeer leesbare stijl uiteengezet. Met Kotler over Marketing kan iedere manager zijn kennis en vaardigheden op deze belangrijke terreinen snel op peil brengen.

Kotler is marketing. Iedereen die iemand is in marketing moet dit boek lezen.

Recensie(s)
NBD|Biblion recensie
Het boek gaat over nieuwe inzichten op het gebied van marketing. Aan de orde komen onderwerpen als databasemarketing en de toepassingsmogelijkheden van internet. De doelgroep is het bedrijfsleven. Elk hoofdstuk wordt afgesloten met een aantal vragen met als doel managers er toe te zetten de besproken onderwerpen met de eigen bedrijfssituatie in verband te brengen. De auteur wordt erkend als autoriteit op zijn vakgebied en is werkzaam in de universitaire wereld. Het boek is een aanrader omdat het veel nieuwe inzichten oplevert en omdat het vanuit een praktische invalshoek is geschreven.
(Biblion recensie, Drs. M. Sijtsma.)
  -Cicero- | Sep 17, 2011 |
Site do Livro: http://www.marketingparaoseculoxxi.com.br

Philip Kotler é sinônimo de marketing. Seus livros venderam mais de 3 milhões de exemplares, foram traduzidos para 20 idiomas e são lidos como o Evangelho do Marketing em 58 países. Em nova tradução brasileira, Marketing para o Século XXI traz todo o conhecimento de Kotler para os administradores do novo milênio. Por intermédio dos profundos ensinamentos de Kotler, você vai atualizar rapidamente seus conhecimentos sobre os novos desafios e oportunidades apresentados pela globalização e pelo aumento da competição. Neste livro de prosa agradável, você vai descobrir as últimas novidades sobre todos os novos campos do marketing, desde a conquista da fidelidade dos clientes até a construção do patrimônio de marca, passando pela influência da internet e do computador pessoal nos hábitos de compra. Dirigindo o planejamento de marketing para o atendimento de necessidades, e não para a venda de produtos, Kotler estabelece uma base mais científica para a tomada de decisões na área. Além disso, Marketing para o Século XXI traz as 14 questões mais frequentes dos administradores ao longo de todos os seus anos como palestrante. ( )
  oleitorvoraz | May 13, 2009 |
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Amazon.com Amazon.com Review (ISBN 0684850338, Hardcover)

For more than three decades, Philip Kotler has been 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

(retrieved from Amazon Mon, 30 Sep 2013 13:36:05 -0400)

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