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Home > Business & Economics > Marketing - Advertising/PR > Advertising & Promotion > Kotler on Marketing: How to Create, Win, and Dominate Markets-eBook
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Kotler on Marketing: How to Create, Win, and Dominate Markets
Kotler, Philip
 
 
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Kotler on Marketing: How to Create, Win, and Dominate Markets
Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT & T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with theworld's best-known marketer and improve your marketing performance tomorrow.
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Title of ebook: Kotler on Marketing: How to Create, Win, and Dominate Markets
ISBN: 9780684844985
Publisher: Free Press
Internet download file size: 1024 kb
Pages: 257
Released online for download: 12-01-2000
Author of eBook: Kotler, Philip

Kotler On Marketing

HOW TO CREATE, WIN, AND DOMINATE MARKETS

Chapter One

Are There Winning Marketing Practices?

Besides winning business practices, is there a set of winning marketing practices? One frequently hears of one-liner formulas that promise marketing success. Here are nine of the more prominent one-liners:

1. Win Through Higher Quality

Everyone agrees that poor quality is bad for business. Customers who have been burned with bad quality won't return and will bad-mouth the company. But what about winning through good quality? There are four problems.

First, quality has a lot of meanings. If an automobile company claims good quality, what does it mean? Do its cars have more starting reliability? Do they accelerate faster? Do the car bodies wear better over time? Customers ... read full excerpt from Kotler on Marketing: How to Create, Win, and Dominate Markets ebook

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