Philip Kotler Knihy

Svět vstoupil do nové ekonomické éry, kde globalizace a rychlost toku informací znamenají, že události v jednom koutě světa okamžitě ovlivňují i zdánlivě izolovaná odvětví. Současné ekonomické zpomalení je součástí éry nepředvídatelných turbulencí, v níž se rizika a příležitosti rychle šíří. Firmy musí být připraveny na další šoky. I v obdobích prosperity panuje silná konkurence. Manažeři se musí naučit rozpoznávat zvýšený výskyt poruch, které ohrožují jejich plány, a potřebují nové strategie k ochraně a využití příležitostí, které se objeví. Autoři představují systém řízení chaosu, který minimalizuje zranitelnost firem a maximalizuje využití příležitostí, čímž pomáhá získat náskok před konkurencí, jež se uchyluje k zastaralým taktikám. Tato kniha nabízí příklady a návody, jak: - zavést systém včasného varování pro odhalení změn a inovací, - vytvářet scénáře a strategie pro efektivní zvládnutí různých situací, - strategicky snižovat náklady a zvyšovat efektivitu v odděleních, - chránit tržní podíl bez velkých rozpočtů na marketing, - zkrátit plánování do tříměsíčních cyklů pro adekvátní reakci, - předcházet katastrofálním důsledkům opuštění zásadních principů. Tato praktická a přesvědčivá kniha je nezbytným návodem pro vedoucí představitele firem, kteří chtějí přežít ekonomické bouře a udržet prosperitu v turbulentních časech.

Philip Kotler je uznávanou autoritou v oblasti marketingu, ktorá ponúka dôležité poznatky pre manažérov. Jeho dielo slúži ako cenný sprievodca, ktorý čerpá z jeho úspešných globálnych prednášok o súčasných marketingových výzvach. Táto príručka poskytuje čitateľom aktuálne informácie o hyperkonkurencii, globalizácii a internete, pričom predstavuje najnovšie koncepty v oblasti databázového marketingu, marketingu vzťahov, high-tech marketingu, globálneho marketingu a online marketingu. Kotler zdieľa cenné rady, ktoré pomohli významným korporáciám. Kniha sa zaoberá 14 najčastejšími otázkami manažérov za dve desaťročia prednášok, pričom ponúka jasnosť v otázkach ako výber segmentu trhu a konkurencia s nízkonákladovými rivalmi. Čitatelia objavia inovatívne stratégie na riešenie výziev 21. storočia, vrátane znižovania nákladov na získavanie zákazníkov a zvyšovania vernosti zákazníkov. Ak vaša marketingová stratégia zaostáva, Kotlerove rozsiahle poznatky ponúkajú množstvo nápadov na oživenie. Strávte čas s týmto vplyvným marketérom a zlepšite svoj marketingový výkon.

Kniha Philipa Kotlera je poprvé přizpůsobena podmínkám na evropském, a tedy i českém trhu! U nás navíc tato publikace, která se komplexně zabývá všemi důležitými oblastmi marketingu, vychází zcela poprvé. Marketingoví manažeři, podnikatelé a studenti získají výborný přehled o principech, praktických nástrojích, metodách a postupech marketingového řízení - od marketingového výzkumu, přes strategický marketing, B2B marketing, společenskou zodpovědnost, etiku marketingu až po marketingový mix, který tvoří podstatu knihy. Publikaci doplňuje množství fotografií, obrázků a grafů.

Kotler definiert den Geltungs- und Gestaltungsspielraum des Marketing der Zukunft neu: o Marketing von Anfang an: Jetzt muss das Marketing umfassend in die Geschäftspolitik eingebunden werden o Marketing vom Kunden aus: Am Beginn aller Marketing-Überlegungen steht der Verbraucher o Marketing durch den Kunden: In vielen Bereichen tauschen Kunden und Marketing ihre bisherigen Rollen o Marketing über alle Kanäle: Alle technischen Möglichkeiten müssen an allen Punkten des Marketing genutzt werden. Kotler beschreibt den Weg vom klassischen Marketingmodell des Make-and-Sell-Marketing zum zukunftsfähigen Sense-and-Response-Marketing. Seine Überlegungen in diesem Strategiebuch für das Marketing sind einzigartig: Immer öfter übernehmen die Kundinnen und Kunden klassische Aufgaben des Marketing. Sie stellen sich Produkte zusammen, definieren Preise in einer offenen Kommunikation und sie bestimmen selbst, welche Werbebotschaft sie empfangen möchten und welche nicht.

Nejnovější kniha Philipa Kotlera a Miltona Kotlera přichází na pomoc všem firmám v současné době ekonomické recese – nabízí návod, jak určit hlavní cesty vedoucí k dosažení celkového a udržitelného růstu. Autoři popisují osm strategií růstu, pokládají čtenářům otázky, jejichž zodpovězení je přivede ke správným rozhodnutím. Navíc v knize nabízejí seznam devíti megatrendů, jež budou ovlivňovat příležitosti na trhu v nastávajícím desetiletí.

Kotler v knize uspořádal otázky, které dostával v průběhu let od klientů, studentů, podnikatelů, novinářů. V knize nalezneme odpovědi na otázky týkající se následujících témat: - trhy a marketing - hlavní marketingové pojmy - hlavní marketingové nástroje - marketingové plánování, organizace, kontrola

Spotřebitelský trh je přesycen a zákazníci odolní vůči reklamě. Už nestačí jen uvádět nové značky na tytéž trhy, byť jsou sebelépe analyzovány a segmentovány. Vítězové vytvářejí nové trhy, nové produkty, povzbuzují nové potřeby zákazníků. Autoři dávají marketingovým profesionálům do rukou praktický návod a nástroje, jak překročit rámec existujících trhů. Doplňují klasický marketing o metody, jejichž využitím lze dospět k novým, často převratným a vítězným myšlenkám, iniciovat zrod nových produktů nebo radikálně nového užití stávajících produktů.

"In Marketing Insights from A to Z, marketing's most respected sage, Philip Kotler, chooses and examines the most important concepts of the discipline for today and the future, offering a fresh and stimulating take on how marketing will change and how marketers must change with it.". "From "Advertising" to "Zest," topics are organized alphabetically to allow readers easy access to advice. Relevant and straightforward, this book is comprehensive enough for managers who want a complete primer on marketing but also a cutting-edge resource for seasoned marketers who need to keep up with the latest thinking."--BOOK JACKET.

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

Marketing is struggling today, with new products failing at alarming rates and most advertising campaigns failing to leave a mark on customers. Direct mail sees response rates below one percent, and many products appear as interchangeable commodities rather than distinct brands. As a result, CEOs are demanding greater accountability from marketing, expecting financial ROI estimates before and after campaigns. Without clear profit accountability, marketing budgets are often the first to be slashed during cost-cutting measures. In response to the question of why marketing is faltering, Philip Kotler identifies the ten major deficiencies in current marketing practices. Each chapter outlines the signs of these weaknesses and suggests key improvements to enhance marketing effectiveness. Kotler provides actionable strategies for revitalizing failing efforts, focusing on long-term solutions rather than quick fixes. This work offers a comprehensive approach to building effective marketing strategies that yield results and restore profitability. Essential for marketers aiming to thrive in a competitive landscape, it delivers invaluable insights for developing superior products, marketing plans, and customer relationships. This resource is crucial for any company or marketer seeking to improve their marketing practices.

Budoucnost ve znamení zážitků. Pusťte se do znovuobjevení marketingových základů s nástupem metamarketingu a nechte se jím provést těmi nejlepšími z oboru. V nové publikaci autor knihy slavný propagátor „4P marketingu“ Philip Kotler vysvětluje, jak mohou marketéři využít technologie k uspokojení potřeb zákazníků a docílit globálních změn. V nové době metamarketingu autor objasňuje způsob, jak integrovat vývoj technologických a obchodních modelů s dramatickými posuny ve spotřebitelském chování, ke kterým došlo v posledním desetiletí. Dozvíte se, jaké jsou stavební kameny metamarketingu, jaké technologie denně používají generace Z a generace Alfa. Objasní vám, jak vstoupit do metaverze a rozšířené reality, a informuje o potenciálních překážkách a jejich řešení pro vytvoření interaktivnějšího a intenzivnějšího zážitku. Kniha je určena pro manažery, vedoucí pracovníky, členy představenstev a další vedoucí pracovníky, kteří se snaží udržet si náskok v době, kdy se jim marketingové prostředí doslova mění pod rukama. Tato publikace je současně nepostradatelná pro novou generaci marketérů, inzerentů, tvůrců obsahu a dalších odborníků.

Spotřebitelský trh je přesycen a zákazníci odolní vůči reklamě. Už nestačí jen uvádět nové značky na tytéž trhy, byť jsou sebelépe analyzovány a segmentovány. Vítězové vytvářejí nové trhy, nové produkty, povzbuzují nové potřeby zákazníků. Autoři dávají marketingovým profesionálům do rukou praktický návod a nástroje, jak překročit rámec existujících trhů. Doplňují klasický marketing o metody, jejichž využitím lze dospět k novým, často převratným a vítězným myšlenkám, iniciovat zrod nových produktů nebo radikálně nového užití stávajících produktů.

Marketing forHospitality and Tourism, 8e is the definitive source for hospitality marketing courses.Taking an integrative approach, this highly visual, four-color book discusseshospitality marketing from a team perspective, examining each hospitalitydepartment and its role in the marketing mechanism. These best-selling authorsare known as leading marketing educators and their book, a global phenomenon,is the most frequent adoption for the course. Developed with extensive studentand professor reviews, this edition includes new coverage of social media,discussion of current industry trends, and hands-on application assignments.

This book describes the manufacturing and marketing techniques that enables executives, politicians, entertainers, athletes and other professionals to create, market and achieve successful images.

This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners. The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.

This best-selling annual guide, with its distinctive style, honest commentary and comprehensive coverage, is perfect for island veterans and novice hoppers alike. Fully updated to provide the most complete guide to the Greek Islands including candid boat write-ups, timetable and itinerary maps for each ferry, route maps for ferries to the major islands and ports and detailed town and port maps.

In an era marked by sudden and profound change, the fashion world has also experienced significant transformations. Its boundaries, its rationale and its protagonists have all been redefined, with these changes continuing now and in the future. The purpose of this book is to analyze this market with particular focus on the segment defined as “high-end” and to provide entrepreneurs, professionals, workers in the sector, consultants, and business/fashion students, a context to understand better the latest and most up-to-date ideas and how to govern their growth.The starting point for the book’s discussion begins with the title of the book, which emphasizes two important characteristics regarding its the increasingly blurred distinction between offline and online – hence the term “onlife” – and the absence of rules, given the obvious out-of-date nature of those on which fashion companies have based their business strategies in recent decades. This has led the authors to propose a handbook of new rules, suitable for a world that increasingly appears to be lacking them.

Principles of Marketing, Third European Edition provides an introduction to modern marketing. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world.

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.

Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.

Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.

Philip Kotler is the world's most recognised thinker and writer in marketing. This essential book about marketing is presented in a Q&A format and enables Kotler to tackle the key elements and issues in marketing today.

This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.

Literacy campaigns, family planning initiatives, and programs addressing teenage pregnancy, drug abuse, and AIDS are just a few examples of global efforts to change public behavior without resorting to repressive measures or costly incarceration. Despite these well-intentioned efforts, marketing experts Philip Kotler and Eduardo Roberto reveal that many campaigns have had limited impact. They offer a comprehensive guide for planning and implementing social campaigns effectively. Through real-world examples, the authors demonstrate how organizations can optimize their resources for maximum impact. They analyze the failures and successes of various campaigns in both industrialized and developing nations, emphasizing the importance of targeted marketing strategies. Effective influence on beliefs and behaviors hinges on the right mix of offers, information, and promotions tailored to specific audiences. Kotler and Roberto introduce techniques for setting measurable objectives, understanding target market needs, and evaluating campaign performance. They also stress the importance of aligning campaign features with organizational capabilities and political contexts. By examining recent social programs, such as AIDS education and anti-smoking initiatives, the authors illustrate how strategic marketing can sustain social campaigns. Their guidance empowers social policy managers to leverage social marketing approaches over restrictive

This business classic deals with the problems of communicating to a skeptical, media-blitzed public.

Total Relationship Marketing provides a genuinely unique new view of the meaning of marketing management and a complete introduction to the rapidly evolving field of relationship marketing.A major contribution to marketing thought internationally, this new edition of Gummesson's seminal title presents a powerful and in depth analysis of modern relationship marketing. Highly informative, practical in style, and packed with examples and cases from real companies, it is an essential resource for all serious marketing practitioners as well as both undergraduate and postgraduate students.

Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions.- Robert P. Bergman, director, The Cleveland Museum of ArtIn a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, hands-on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding--and how managing this relationship is vital for a successful museum--and reveal how marketing tools can be used to grow healthy, vibrant museums.The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.

Marketing in the Public Sector is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.

Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, 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 when marketers are struggling with the digital transformation of business and the changing behavior of customers, 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. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Focuses on decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of the organization and the needs and opportunities of the marketplace. The book applies marketing thinking to products and services, consumer and industrial markets.

If you read nothing else on sales, read these 10 articles. We've combed through hundreds of Harvard Business Review articles and selected the most important ones to help you understand how to create the conditions for sales success.--

Since Marketing 3.0 inspired a shift towards human-centric marketing, pioneers have utilized advanced technologies to gain insights into customer behavior and decision-making. The paradox of big data analytics lies in its ability to foster more personalized products and services. Marketing 4.0 presents an authoritative framework for guiding customers from awareness to advocacy. In this essential guide, marketing expert Philip Kotler collaborates with thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to provide actionable strategies for influencing customers throughout their journey. The traditional path to purchase—awareness, appeal, ask, and act—is expanded to include advocacy, recognizing the significant impact of family and friends on buying decisions. The authors explore how to encourage advocacy and develop customized experiences using powerful metrics and innovative best practices. Transitioning from traditional to digital marketing is made accessible through practical advice and clear explanations. Chapter summaries serve as a quick reference, while reflection questions facilitate personal discovery and enhance organizational discussions. This guide aims to equip marketers with the tools they need to engage effectively with customers from day one.

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." --Betsy D. Holden, President and CEO, Kraft Foods"Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." --Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company"The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." --Robert A. Eckert, Chairman and CEO, Mattel, Inc."This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." --Mel Bergstein, Chairman and CEO, Diamond Technology Partners"New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." --Ronald W. Dollens, President, Guidant Corporation

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

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.

That gratifying new car smell is actually a manufactured new car aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Martin Lindstrom shows for the first time how it can be done. Drawing on the most extensive worldwide study ever conducted of the sensory perceptions of consumers, he shows how a two-sense product can become a five-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory scale, analyzing its sensory potential and giving it a clear pathway to optimize its sensory appeal. Companies like Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestle and Disney have all recently adopted a sensory approach, and have seen their brands sizzle under this new direction. Anyone who wants a competitive edge can't afford to neglect this book. It's guaranteed to optimize the value of any marketer's budget in the most visionary way.

Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.

A guide to business strategies that you can use for sports marketing, including developing star power, transforming and distributing a brand, filling the stands, and, important, understanding how fans make, break, and reconnect to a sport.

This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the fourth edition captures the momentum and excitement of this burgeoning field

This text takes the basics from Kotler's successful book, "Marketing Management", synthesizing it into a concise version. Subjects discussed include: how to analyze the market; developing strategies; and delivering and managing successful marketing programmes.

Having read this book: You will have a basic understanding of strategy and the process of strategic management. You will know the most important strategy tools (incl. the respective original literature) and how they interact. You will be aware of the focal areas and considerations of strategy in practice. You will be able to analyze and interpret business information with regard to the underlying strategic notions.

Provides guidelines for sustainable growth in an increasingly turbulent global environment

"Principles of Marketing" equips students with the skills to create value through customer connections in a digital marketplace. The 18th Edition emphasizes building interactive consumer communities and includes updated insights on how companies leverage digital technologies to enhance engagement and brand experiences.

Designed to help health care professionals achieve their marketing objectives by providing them with timely tools and market analysis techniques.S.

Analyzes the marketing strategies used by the Japanese and other Far Eastern countries to penetrate United States markets and offers marketing counterstrategies for the next wave of Japanese competition

Libro usado en buenas condiciones, por su antiguedad podria contener señales normales de uso

В работе дается общая характеристика маркетинга как направления хозяйственной деятельности. В общедоступной форме излагается весь его комплекс, его составные элементы, а также показано, как использовать маркетинг в той или иной конкретной рыночной ситуации. Для облегчения задачи усвоения автор использует ряд специальных примеров, включая постановку целей в каждой главе, и применяет начальные заставки. В книге приводятся многочисленные схемы, таблицы, врезки, содержащие дополнительные примеры.

Lo bueno funciona es un libro para creadores de negocio, no un tratado de responsabilidad social corporativa. Está dirigido a quienes tienen la capacidad emocional y racional de generar un impacto social positivo y a la vez importantes resultados financieros. Esta obra ofrece numerosos consejos prácticos para integrar el marketing y las iniciativas sociales corporativas en los objetivos de negocio. Explica cómo el marketing con propósito social ha dejado de ser algo aconsejable y se ha convertido en una herramienta obligada para las empresas.

Перед вами теперь уже предпоследняя книга основателя современной школы маркетинга — Филипа Котлера (последняя – Новые маркетинговые технологии.Методики создания гениальных идей), выход которой в России можно считать мировой премьерой. В ней нашел отражение итог всей сорокалетней карьеры великого мастера. Автор пересматривает основные постулаты науки о рынке и предлагает 80 концепций эффективного инновационного маркетинга, наиболее важных для успеха предприятия в современных условиях. Если вы хотите приобрести книгу Котлера — купите именно эту, так как она дает наилучшее представление о взглядах самого авторитетного профессионала в маркетинге. Это издание необходимо бизнесменам, менеджерам отделов маркетинга, профессиональным консультантам и, конечно, студентам экономических вузов, изучающим и интересующимся маркетингом.

El Marketing Lateral ofrece refrescantes ideas de innovación en marketing para hacer frente a los desafíos del mercado del siglo XXI, caracterizado fundamentalmente por el continuo lanzamiento de nuevos productos y sobre todo de nuevas marcas, de las .

Emotionomics draws on insights gathered through facial coding to show how to measure and manage the emotional response of customers and employees, leading to competitive advantage and business success.

Seit 1969 werden Philip Kotlers Marketing-Lehrbücher als das Marketing-Evangelium gelesen, da er prägnante und wertvolle Ratschläge gibt, wie man Märkte schafft, gewinnt und dominiert. In KOTLER ON MARKETING hat er das Fachwissen seiner Bestseller-Lehrbücher und weltweit renommierten Seminare in diesem praktischen All-in-One-Buch zusammengefasst, das alles abdeckt, was man über Marketing wissen muss. In einem klaren, direkten Stil behandelt Kotler alle Bereiche des Marketings, von der Einschätzung dessen, was Kunden wollen und brauchen, um Markenwert aufzubauen, bis hin zur Schaffung loyaler, langfristiger Kunden. KOTLER ON MARKETING wird für Geschäftsführende überall zu einem herausragenden Werk auf diesem Gebiet. Das Geheimnis von Kotlers Erfolg liegt in der Lesbarkeit, Klarheit, Logik und Präzision seiner Prosa, die aus seiner intensiven wissenschaftlichen Ausbildung in Wirtschaft, Mathematik und Verhaltenswissenschaften resultiert. Jeder Punkt und jedes Kapitel sind sequenziell angeordnet, um blockweise auf dem strategischen Fundament und der taktischen Überstruktur des Buches aufzubauen.

Das Buch beleuchtet die Transformation von Marketingstrategien im digitalen Zeitalter und präsentiert das Konzept des Metamarketings. Es analysiert, wie Unternehmen ihre Ansätze anpassen müssen, um in einer zunehmend vernetzten Welt erfolgreich zu sein. Durch innovative Fallstudien und praxisnahe Beispiele zeigt der Autor, wie Marken durch personalisierte Kommunikation und das Verständnis von Konsumentenverhalten neue Märkte erschließen können. Ziel ist es, die Leser dazu zu inspirieren, kreative und effektive Marketingstrategien zu entwickeln, die den aktuellen Trends gerecht werden.

"Marketing-Management" von Philip Kotler ist ein weltweit anerkanntes Standardwerk im Marketing, oft als "Bibel des Marketing" bezeichnet. Die 16. Auflage stellt einen bedeutenden Meilenstein in der erfolgreichen Geschichte des Buches dar.

Dieses Buch zeigt, warum sich Marketing zu einem nachhaltigeren und verantwortungsvollen Handeln weiterentwickeln muss und wie das professionell gelingen kann.

[ В краткой форме представлены наиболее значительные и интересные положения. Автору удалось сохранить полноту и содержательность повествования ].

Unternehmen, die sich heute gesellschaftliche Verantwortung (Corporate Social Responsibility) auf die Fahnen schreiben, haben folgendes Problem: Entweder man wirft ihnen vor, CSR opportunistisch als Marketinginstrument zu missbrauchen, oder sie gelten als sozialromantische Übergangsphänomene ohne ernsthafte wirtschaftliche Ambition. Good Works! wendet sich an Unternehmenslenker, die aus tiefer Überzeugung beides wollen: Gewinne erzielen und Gutes tun. Das Buch enthält zahlreiche praktische Impulse, wie gesellschaftliche und wirtschaftliche Ziele ausbalanciert werden können. CSR ist längst kein Nice-to-have mehr. Es ist ein Must-do für alle Wirtschaftsvertreter, die auch in Zukunft ernst genommen werden, und gehört zum Spannendsten, was die Unternehmenswelt uns heute zu bieten hat. Immer mehr Unternehmen beweisen tagtäglich, dass es möglich ist, gleichzeitig etwas für eine bessere Welt und für die eigenen Bilanzen zu tun. Good Works! zeigt anhand aktueller Beispiele aus über 50 großen und mittelständischen Unternehmen weltweit – darunter Coca Cola, Nike, Patagonia, IBM, Genreral Electric u. a. – wie Unternehmen das Wohl der Allgemeinheit in ihr Marketing integrieren und Zynikern den Wind aus den Segeln nehmen können.

Kunden sind Menschen mit Werten und Visionen. Genau darauf muss zeitgemäßes Marketing eingehen: Es darf nicht mehr nur den Kunden als Käufer im Blick haben. Menschen wollen als Ganzes betrachtet werden, soziale Verantwortung übernehmen und einen Beitrag leisten. Genau das erwarten sie auch von Unternehmen, deren Produkte sie kaufen. Wie Unternehmen dieser Erwartung gerecht werden können, wird hier erstmals gezeigt. Viele Beispiele demonstrieren, wie Praktiken der neuen Marketing-Dimension in einem Unternehmen implementiert werden. Denn nur durch ein Marketing, das den Human Spirit der Käufer anspricht, kann der Unternehmenserfolg jetzt und in Zukunft gesichert werden.

Филип Котлер и Вальдемар Пфёртш обсуждают новую тему, которая еще мало освещена в бизнес-литературе: создание брендов на рынке B2B. Авторы объединяют здесь теоретические концепции и десятки иллюстративных примеров. Глава 1 Признание или быть просто еще одним именем в толпе Глава 2 Бренд: Иметь или Не Иметь Глава 3 Измерения B2B-брендинга Глава 4 Ускорение через брендинг Глава 5 Успешные примеры в B2B-брендинге

Das Marketing und die Kommunikation erleben die Auswirkungen der digitalen Revolution. Die zunehmende Verbreitung von Blogging, Podcasting und sozialen Netzwerken ermöglicht es Verbrauchern auf der ganzen Welt, Meinungen zu Produkten und Dienstleistungen mit einem potenziellen Publikum von Milliarden von Menschen zu teilen. Traditionelle Werbung hat nicht mehr die Wirkung, die sie früher hatte. Social Media Marketing führt den Leser durch das Labyrinth von Communities, Plattformen und sozialen Ressourcen und befähigt ihn, bewusst zu entscheiden, welche Werkzeuge er verwenden und wie er deren Effektivität maximieren kann.