FAQs on marketing answers and advice by the guru of marketing
FAQs on Marketing distills the essence of Philip Kotler's decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years, such as: What are the biggest challenges marketers face today? What skills do m...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Singapore :
Marshall Cavendish
2012.
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| Colección: | EBSCO Academic eBook Collection Complete.
Business solutions. |
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b44664333*spi |
Tabla de Contenidos:
- Cover; Title; Copyright; Contents; Preface; Part 1 Markets and Marketing; Definition; What is marketing?; In your opinion, what are the main concepts used in marketing?; How would you summarize the key processes involved in marketing and their importance?; Many companies see marketing as mainly a department, but you've described it as a total company philosophy and practice. How is that?; Doesn't marketing have to be adapted to each country and region? Are there any fixed principles?
- What are some of the chief misconceptions about effective marketing that are still operating in today's companies? Who isn't "getting it?"When did marketing first appear?; Is marketing more an art or a craft?; Is marketing an applied science?; When did marketing start to include concepts from psychology, sociology, and anthropology, as well as from economics?; The use of the term marketing is now expanding beyond the area of ordinary goods and services. Is this good?
- Is it possible that the products available today meet all or almost all of our needs and that the problem facing marketing today is that there are few remaining needs to be met?Why is marketing the best way to satisfy individual needs?; Is marketing the same in the consumer goods, services, and businessto-business areas?; What is the mission of marketing?; You say that marketing must play the lead role in shaping business strategy. Do you think that business executives are fully aware of the role that marketing can play in helping the company succeed?
- You have said that if the people in a company's marketing department can't propose any new opportunities, they should be fired. But are there many good opportunities still left?What significant business opportunities do you identify in the evolving economy?; What is the difference between marketing and merchandising?; What are the most logical telltale signs that you need to do something about your marketing--aside from declining sales?; How about this: Where does the CEO or business owner who really isn't that savvy about marketing begin--aside from reading your books?
- How has marketing changed since its beginnings?Do marketing theory and practice change very much?; If you were forming a business and building a sales and marketing infrastructure, and had your pick between a great salesman or a great marketing man, but you could afford only one, which would you pick? Why?; What is the worst type of marketing?; Is there anything particularly encouraging in marketing today that makes you personally feel optimistic about its future?
