Bøker av Philip Kotler

For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Marketing: An Introduction shows students how customer valuecreating it and capturing itdrives every effective marketing strategy.The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and examsresulting in better performance in the courseand provides educators a dynamic set of tools for gauging individual and class progress.

For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Kellers fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The books efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

WINNER OF THE CHARTERED MANAGEMENT INSTITUTE (CMI) INNOVATION AND ENTREPRENEURSHIP AWARD AT THE CMI BUSINESS BOOK THE YEAR AWARDS 2013 Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today's fastpaced market will not succeed. Winning at Innovation presents a groundbreaking new model for successful marketing advancement from two world-leading experts in marketing and innovation, Fernando Trias de Bes and Philip Kotler.Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful.Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trias de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field.

The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. This work describes the next transformational imperative for marketing. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers.