Cantitate/Preț
Produs

Marketing 3.0: From Products to Customers to the Human Spirit (Marketing Kotler)

De (autor) , ,
Notă GoodReads:
en Limba Engleză Carte Hardback – 25 May 2010

"Marketing has lost some of its sway in recent years. This provocative book tells how marketing can regain trust and influence inside and outside the organization."
Leonard L. Berry, Distinguished Professor of Marketing, Texas A&M University, coauthor of Management Lessons from Mayo Clinic "Philip Kotler is again leading the way in strategic marketing with timely insight into a transformational period. Marketing 3.0 makes a compelling case for the competitive benefits of tapping into the human spirit to engage consumers."
Dennis Dunlap CEO, American Marketing Association
"Marketing 3.0 has important ideas for all senior managers. It clearly points the path to the values–driven human–centric firm. The innovative ′ten credos′ integrate marketing and values and provide personality and purpose to companies that practice them."
Stephen A. Greyser, Richard P. Chapman Professor of Business Administration, Emeritus, Harvard Business School
"For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies. Consumers are demanding more from themselves and so should smart companies."
Nirmalya Kumar, Professor of Marketing and Co–Director of the Aditya Birla India Centre at London Business School

Citește tot Restrânge

Preț: 10151 lei

Preț vechi: 10859 lei
-7%

Puncte Express: 152

Preț estimativ în valută:
2031 2261$ 1789£

Carte disponibilă

Livrare economică 03-06 iunie
Livrare express 29-31 mai pentru 2383 lei

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780470598825
ISBN-10: 0470598824
Pagini: 208
Dimensiuni: 162 x 229 x 21 mm
Greutate: 0.38 kg
Editura: Wiley
Seria Marketing Kotler

Locul publicării: Hoboken, United States

Textul de pe ultima copertă

"Marketing has lost some of its sway in recent years. This provocative book tells how marketing can regain trust and influence inside and outside the organization."
Leonard L. Berry, Distinguished Professor of Marketing, Texas A&M University, coauthor of Management Lessons from Mayo Clinic "Philip Kotler is again leading the way in strategic marketing with timely insight into a transformational period. Marketing 3.0 makes a compelling case for the competitive benefits of tapping into the human spirit to engage consumers."
Dennis Dunlap CEO, American Marketing Association
"Marketing 3.0 has important ideas for all senior managers. It clearly points the path to the values–driven human–centric firm. The innovative ′ten credos′ integrate marketing and values and provide personality and purpose to companies that practice them."
Stephen A. Greyser, Richard P. Chapman Professor of Business Administration, Emeritus, Harvard Business School
"For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies. Consumers are demanding more from themselves and so should smart companies."
Nirmalya Kumar, Professor of Marketing and Co–Director of the Aditya Birla India Centre at London Business School


Cuprins

Foreword. Preface.
About the Authors.
PART I: Trends.
Chapter One: Welcome to Marketing 3.0.
Chapter Two: Future Model for Marketing 3.0.
PART II: Strategy.
Chapter Three: Marketing the Mission to the Consumers.
Chapter Four: Marketing the Values to the Employees.
Chapter Five: Marketing the Values to the Channel Partners.
Chapter Six: Marketing the Vision to the Shareholders.
PART III: Application.
Chapter Seven: Delivering Socio–Cultural Transformation.
Chapter Eight: Creating Emerging Market Entrepreneurs.
Chapter Nine: Striving for Environmental Sustainability.
Chapter Ten: Putting It All Together.
Index.


Notă biografică

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at North–western University′s Kellogg School of Management, and once of the world′s leading authorities on marketing. His wiriting has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an MA from the University of Chicago and a PhD from MIT, both in economics. Kotler has an incredible international presence his books have been translated into approximately twenty–five languages, and he regularly speaks on the international circuit. Hermawan Kartajaya is the founder and CEO of MarkPlus, Inc. and is one of the "50 Gurus Who Have Shaped the Future of Marketing" according to the Chartered Institute of Marketing, United Kingdom.
Iwan Setiawan is a senior consultant at MarkPlus, Inc. where he consults for clients on marketing strategies.


Recenzii

he [Kotler] sees that a new era of marketing is evolving. Customers have grown more knowledgeable. (B2B Marketing Magazine, October 2010).