Böcker av Philip Kotler

The classic Marketing Management is an undisputed global best-seller an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. A focus on the digital challenges for marketers. An emphasis on the importance of creative thinking and its contribution to marketing practice. New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.

These inspiring stories of prominent reformers fighting for the Common Good help concerned readers and voters recognize which actions and proposals will substantially elevate the happiness and well-being of citizens. Philip Kotler describes how today's society is in a state of "durable disorder," with authoritarianism on the rise and democracy on the decline around the world. He highlights the role of the Common Good and offers readers a guide to fortifying democratic values and creating organizations that pursue a better vision of the world. This text is essential for: Public citizens who want to help solve their community's problemsBusinesses that want to contribute to the public goodGovernment agencies aiming to improve services and innovationsNonprofit organizations dedicated to meeting public needsKotler details tools for public action used by luminaries such as Martin Luther King Jr., Susan B. Anthony, Rachel Carson, and Nelson Mandela, describing the advances these reformers achieved and mapping out strategies for delivering "the greatest good for the greatest number."

This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom.'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation.

For principles of marketingcourses that require a comprehensive text.Learn how to create value throughcustomer connections and engagementThe global marketplace has undergoneexplosive changes that have fundamentally transformed how we communicate, shareinformation, access entertainment, and make transactions. Together, thesedevelopments have created a host of new opportunities for marketers seeking to engagecustomers and to create and capture customer value.The fifthedition of Principles of Marketing: An Asian Perspective continuesto build on its signature customer engagement framework to provide acomprehensive and authoritative introduction to the Asian marketing landscape.With updated coverage in every chapter, this edition examines the latest trendsin both traditional marketing as well as online, mobile, social media, andother digital marketing technologies. Balancing Asian and international brandsacross Asian and international contexts, the book is replete with vignettes,in-text examples, and cases that illustrate brand strategies and contemporarymarketing issues.

Praise for Marketing 6.0 "Immersive marketing is intended to transport the customer into a story until she is convinced that she is there herself. In the process, real and illusory stimuli mix to form a new kind of perceived reality. This book guides us into this futuristic marketing world. Truly enlightening and thought-provoking." --HERMANN SIMON, Founder and Chairman, Simon-Kucher "Virtual, immersive worlds are rising fast. Old models won't work in these new realities. Marketing 6.0 is the best guide yet for marketers who aspire to lead the future." --ROB WOLCOTT, Co-Founder and Chairman, TWIN Global "Always at least a step ahead, the most astute and accomplished of all marketing thought-leaders, Philip Kotler, and his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, once again shine a light on the path forward in one of the most complex and challenging marketing eras ever. Marketing 6.0 comprehensively and convincingly shows how marketers can thrive in a time of transformative technology and unprecedented change." --KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "Philip Kotler, the father of modern marketing, has the unique ability to identify emerging marketing trends and predict how they will change the business landscape. Marketing 6.0 is no exception. It outlines how the widespread adoption of augmented reality and virtual reality will impact the ways in which companies interact with their customers and explains why the future of marketing lies in creating immersive customer experiences." --ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University

Straight from the father of modern marketing, Philip Kotler, comes an eye-opening exploration of marketing in a permanently changed world Marketing has become too professionalized. It needs more creativity and entrepreneurial spirit. Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability is a clarion call to marketers to embrace new and exciting strategies suited to the post-COVID world. COVID-19 has shaken the business environment to its core and fundamentally changed the way brands interact with consumers. In this book, you'll learn how to leverage the authors' Omnihouse Model and cutting-edge, new approaches in converging various dichotomies within companies so that they can better interact with their stakeholders. Discover how to put the entrepreneurial and operational aspects of your marketing plan at the center of the action as you explore insightful and illuminating marketing case studies in each chapter. A must-read resource for anyone interested in developing their brand in a world where many accepted marketing "truths" are being reconsidered, Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability belongs in the hands of marketing professionals, executives, founders, managers, and anyone else who wants a sneak peek into the marketing strategies that will carry them to 2030 and beyond.

Dieses Buch zeigt, warum sich Marketing zu einem nachhaltigeren und verantwortungsvollen Handeln weiterentwickeln muss und wie das professionell gelingen kann. Unternehmen müssen heute die Beziehung zu den Menschen in den Mittelpunkt ihres unternehmerischen Wirkens setzen. Neue Angebote, Kommunikations- und Vertriebskonzepte sind dafür notwendig, um die gestiegenen Erwartungen der Menschen von heute erfüllen zu können. Für Unternehmen ist damit die große Chance verbunden, sich als proaktive Change Agents zu positionieren und eine authentische, sinnstiftende sowie verantwortungsvolle Rolle bei der Lösung der Probleme ihrer Kunden einzunehmen. Das H2H-Modell integriert dafür in einzigartiger Form aktuelle Managementkonzepte sowie Design Thinking und Service-Dominant Logic, gepaart mit den Chancen der Digitalisierung. Zugleich vereinfacht es kompliziert gewordene Marketingprozesse und implementiert fortschrittliche Management- und Entscheidungskonzepte. Die junge Generation kritisiert zu Recht, dass zu viel über Klimawandel, Nachhaltigkeit und wachsende Armut geredet, aber zu wenig gehandelt wird. Stattdessen wird der Hyperkonsum weiter angeheizt. Die Jugend legt den Finger in die Wunde. Es ist Zeit, jetzt umzudenken. Unternehmen, die dieser Botschaft keine Taten folgen lassen, werden Kunden verlieren. Wer diesen Weg in die Zukunft beschreiten will, muss bereit sein, neue Gedanken zuzulassen und den Menschen mit seinen Bedürfnissen und Erwartungen konsequent in den Mittelpunkt zu stellen. Den Leitfaden dazu bietet dieses Buch ¿ mit gut durchdachten Konzepten und inspirierenden Beispielen.

The purpose of this book is to analyze the fashion market with particular focus on "high-end" 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.

For Principles of Marketing courses that require a comprehensive textHelp students learn how to create customer value and engagementIn a fast-changing, increasingly digital and social marketplace, its more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master todays key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor.

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing.Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.

In H2H Marketing the authors focus on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization.

Asia is the most populated geographical region, with 50% of the world's inhabitants living there.

Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers.

An examination by the 'father of modern marketing' into how well a long cherished product (democracy) is satisfying the needs of its consumers (citizens), bringing conversation and solutions on how we can all do our bit to bring about positive change.

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 Quintessence of Strategic Management provides a basic understanding of strategic management. Readers will find the most important strategy tools, how they interact, and a synthesis of the respective original literature on the subject.

An ingredient brand is a component of a product that has its own brand identity. This book explains how ingredient branding works and how brand managers can successfully improve the performance of component marketing.

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.

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.

This book is one of the first to probe deeply into the art and science of branding industrial products. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

The long-awaited, state-of-the-art guide to marketing strategies and tactics - from the world's foremost authority on the subject.