Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

"There’s only one name in marketing: Phil Kotler. His latest may be his best–a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago." "If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality-filled read, you will get the most complete picture possible of what marketing today is all about." "This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover–the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today." "What Peter Drucker is to management, Philip Kotler is to marketing. Kotler’s ideas are endlessly interesting, relevant, and ahead of the times." "This book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths–and it’s in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing."