one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul.
Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world.
Title:Marketing Insights from A to Z
ublisher:John Wiley and SonsAuthor(s):Philip KotlerPublication
Date:6 Mar 2003
Subject:Business / Economics / Finance
Pages:224
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