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Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

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Who’s the real marketing expert: the agency or the client? Each has a different approach to what really works and what consumers will respond to. Each approaches marketing strategy from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Marketing is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including the dynamics of the client/agency relationship,what marketing’s really about, executing a successful campaign, the best ways to measure results, the best and worst campaigns ever run and a whole lot more. What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies.

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Who's the real marketing expert: the agency or the client? Each has a different approach to what really works and what consumers will respond to. Each approaches marketing strategy from a different angle a different perspective and without understanding both points of view, the picture is never fully complete. Perspectives on Marketing is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including the dynamics of the client/agency relationship,what marketing's really about, executing a successful campaign, the best ways to measure results, the best and worst campaigns ever run and a whole lot more. What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies.

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The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: planning and control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students. A clear, comprehensive and user-friendly text it provides an unrivalled digest of the tools, techniques and knowledge required to understand strategic marketing. Covering contemporary issues by exploring current developments in marketing theory and practice. It offers-. • Coverage of key developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning. • A highly exam focused approach which has been class tested and refined. • A new chapter offering a ‘problem-based learning’ (PBL) approach to the subject. • Thoroughly revised and updated case studies and vignettes of real world best. practice throughout the text. Now established as one of the leading texts in the field Strategic Marketing 3rd edition will continue to be an essential learning tool for CIM students and marketing undergraduates and postgraduates. It will also be ideal for marketing professionals who want to improve their strategic knowledge and those on relevant executive courses.

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With its unique focus on customer-oriented marketing strategy, One-to-One Web Marketing immediately became a bestseller among Internet business books when it was first published in 1998. Now in a second edition, this is still the only comprehensive resource for understanding and applying the latest technologies, tools, products, and solutions for one-to-one marketing on the Web. With 40% new material, the Second Edition features a full arsenal of checklists, flowcharts, templates, vendor lists, scripting examples, and other tools and information that readers can use to evaluate and implement one-to-one technologies.

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