Philip Kotler
ISBN: 0-471-26867-4
Cloth
224 pages
March 2003

In this much-needed trade book, the Father of Marketing, Philip Kotler, redefines marketing concepts A-Z, highlighting how they have evolved. In the past five years, we have seen marketing transformed by concepts like Experiential Marketing, Permission Marketing, and Relationship Marketing, and the once-clear roles of marketers have been turned on their heads. As a result, Kotler believes that many of the classic marketing methods have evolved into new concepts that need to be redefined. The book is the result of Kotler's musings on the fundamental principles behind marketing, as manifested throughout his distinguished forty-year career. He believes that many of the classic concepts and practices of marketing have evolved into wholly new methods and ideas that need to be understood by marketers today. In the near future, the companies that will prove exceptional will be those who do not rely solely on their marketing departments to address customer needs, but on everyone, from top management down.