Bücher von 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.

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.

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.

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

An eye-opening discussion of the future of marketing, from four of the leading minds in the fieldIn Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the "Father of Modern Marketing," Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector's brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:* A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity* Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030* Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitorsThe latest publication from some of the foremost minds in marketing--and in business, generally--Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

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.

Neues vom Marketing-GroßmeisterDrei tiefgreifende Entwicklungen prägen die Zukunft des Marketing: drastischer technologischer Fortschritt, verändertes Kundenverhalten und Umbrüche in bisher funktionierenden Geschäftsmodellen. Marketing 5.0 beschreibt zugänglich und praxistauglich, wie Unternehmen mit neuen Marketingstrategien auf diese Entwicklungen reagieren können, um Märkte für ihre Produkte und Dienstleistungen zu erschließen. Die Autoren zeigen unter anderem, wie. mit Augmented Reality und Virtual Reality überzeugende Customer Journeys entwickelt werden,. Künstliche Intelligenz Marketingkampanen revolutioniert und. Transmediales Storytelling für Kundenbegeisterung sorgt.»An Marketing 5.0 beeindruckt mich ganz besonders, wie es die Wirkmacht moderner Technologien mit dem neu entstehenden Wertesystem der Menschheit kombiniert. Das Buch vermittelt zukünftigen Marketers das nötige Verständnis für diese Kombination und die Möglichkeiten, daraus effektive und nachhaltige Aktionen zu entwickeln.«Hermann Simon, Gründer und Honorary Chairman von Simon-Kucher & Partners

Zeitgemäßes Marketing: digital statt traditionell Geschrieben von den weltweit führenden Marketingkoryphäen, beantwortet dieses Buch alle Fragen zu gelingendem Marketing im Zeitalter von Vernetzung und Digitalisierung. Es zeigt unter anderem, - wie man nach den neuen Regeln des Marketings spielt, - wie man WOW-Momente kreiert, die positive Aufmerksamkeit erregen, - wie man einen loyalen Kundenstamm aufbaut. Das unverzichtbare Rüstzeug für die Zukunft Ihres Unternehmens!

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.

Sales isn't about pushing products or being efficient; it's about building the right systems to manage and empower your salespeople.If you read nothing else on sales, read these 10 articles. We've combed through hundreds of Harvard Business Review articles and selected the most important ones to help you understand how to create the conditions for sales success.This book will inspire you to:Understand your customer's buying centerIntegrate your sales and marketing operationsAssess your business cycle and its impact on your sales forceTransition away from solution salesLeverage the power of micromarketsIntroduce tiebreaker selling and consensus sellingMotivate your sales force properlyThis collection of articles includes "e;Major Sales: Who Really Does the Buying,"e; by Thomas V. Bonoma; "e;Ending the War Between Sales and Marketing,"e; by Philip Kotler, Neil Rackham, and Suj Krishnaswamy; "e;Match Your Sales Force Structure to Your Business Life Cycle,"e; by Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer; "e;The End of Solution Sales,"e; by Brent Adamson, Matthew Dixon, and Nicholas Toman; "e;Selling into Micromarkets,"e; by Manish Goyal, Maryanne Q. Hancock, and Homayoun Hatami; "e;Dismantling the Sales Machine,"e; by Brent Adamson, Matthew Dixon, and Nicholas Toman; "e;Tiebreaker Selling,"e; by James C. Anderson, James A. Narus, and Marc Wouters; "e;Making the Consensus Sale,"e; by Karl Schmidt, Brent Adamson, and Anna Bird; "e;The Right Way to Use Compensation,"e; by Mark Roberge; "e;How to Really Motivate Salespeople,"e; by Doug J. Chung; and "e;Getting Beyond 'Show Me the Money,'"e; an interview with Andris Zoltners by Daniel McGinn.

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.

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.

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.