Libros de Philip Kotler

Marketing 3.0

• 208 páginas
• The new model for marketing- Marketing 3.0 -treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creat...

Social Marketing To Protect The Environment: What Works

• 237 páginas
• Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed...

Winning At Innovation

• 288 páginas
• 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 different levels of the organization. The world's leading expert in marketing and innovation...

A Stakeholder Approach To Corporate Social Responsibility

• 460 páginas
• Corporate social responsibility has grown into a global phenomenon that encompasses businesses,..

Brand Sense: Sensory Secrets Behind The Stuff We Buy

• 192 páginas
• Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked...

Building Global Biobrands

• From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radica...

B2b Brand Management

• 376 páginas
• As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak,...

Corporate Social Responsibility

• Today, corporations are expected to give something back to their communities in the form of..

Attracting Investors

• 256 páginas
• How can businesses do a better job of attracting capital? The answer: "Marketing!" Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital...

Ten Deadly Marketing Sins

• 160 páginas
• As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this...

Lateral Marketing

Marketing Insights From A To Z

• 224 páginas
• Philip Kotler - der Altvater des Marketing - gilt als einer der Architekten des modernen Marketing. In seiner 40-jährigen Karriere hat er eine Reihe dicker Wälzer zum Thema Marketing geschrieben, die alle zu internationalen...

Marketing Places

• 400 páginas
• Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" -- cities, states, and nations --...