MARKETING INSIGHTS FROM A TO Z（市场认知：经理人必晓的80个概念） 下载 pdf 电子版 epub 免费 txt 2025

In Marketing Insights from A to Z,marketing’s most respected sage,Philip Kotler,chooses and examines the most important concepts of the discipline for today and the future,offering a fresh and stimulating take on how marketing will change and how marketers must change with it.

Kotler highlights eighty of marketing’s fundamental concepts,sharing enlightened and informed meditations and the hard-won wisdom of his forty-year career.His unparalleled reasoning illuminates topics such as branding,competitive advantage,creativity,customer relationship management,database marketing,differentiation,innovation,positioning,and segmentation.

From "Advertising" to "Zest," topics are organized alphabetically to allow readers easy access to advice.Relevant and straightforward,this book is comprehensive enough for managers who want a complete primer on marketing but also a cutting-edge resource for seasoned marketers who need to keep up with the latest thinking.

Whether you need a refresher on branding or new strategies on word-of-mouth marketing,Marketing Insights from A to Z will give you the tools you need to compete for customers in the rapidly changing marketplace.It’s an essential tool for managers,CEOs,marketing executives,and anyone who wants to understand the fundamentals.

Over the next decade–and beyond–changing market and consumer realities will mean the reinvention of marketing itself.Marketers won’t just be in the business of selling whatever product their company makes,they’ll be designing company-wide marketing initiatives that encompass branding,customer service,advertising campaigns,and even public relations.Marketing Insights from A to Z lets you keep up with the times by highlighting the rapid changes happening in the field,bringing a fresh outlook to a familiar discipline,and explaining fundamental ideas fast.Ultimately,success will come to those who lead the race into marketing’s future–here’s a guide to help you break away from the pack.

Advertising

Brands

Business-to-Business Marketing

Change

Communication and Promotion

Companies

Competitive Advantage

Competitors

Consultants

Corporate Branding

Creativity

Customer Needs

Customer Orientation

Customer Relationship Management (CRM)

Customers

Customer Satisfaction

Database Marketing

Design

Differentiation

Direct Mail

Distribution and Channels

Employees

Entrepreneurship

Experiential Marketing

Financial Marketing

Focusing and Niching

Forecasting and the Future

Goals and Objectives

Growth Strategies

Guarantees

Image and Emotional Marketing

Implementation and Control

Information and Analytics

Innovation

Intangible Assets

International Marketing

Internet and E-Business

Leadership

Loyalty

Management

Marketing Assets and Resources

Marketing Department Interfaces

Marketing Ethics

Marketing Mix

Marketing Plans

Marketing Research

Marketing Roles and Skills

Markets

Media

Mission

New Product Development

Opportunity

Organization

Outsourcing

Performance Measurement

Positioning

Price

Products

Profits

Public Relations

Quality

Recession Marketing

Relationship Marketing

Retailers and Vendors

Sales Force

Sales Promotion

Segmentation

Selling

Service

Sponsorship

Strategy

Success and Failure

Suppliers

Target Markets

Technology

Telemarketing and Call Centers

Trends in Marketing Thinking and Practice

Value

Word of Mouth

Zest

Notes

Index

PHILIP KOTLER,known as "the Father of Modern Marketing," is the S.C.Johnson and Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management,one of the premier marketing programs in the world.He is the

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The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike

In Marketing Insights from A to Z, Philip Kotler, 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. Furthermore, the future of marketing is in company–wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well–informed musings of a true master of the art of marketing based on his distinguished forty–year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more.

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. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.

• 作者：越来越像Yeaths 发布时间：2021-03-17 11:23:26

  精炼，无废话无注水的入门书籍

• 作者：迷途羔丸 发布时间：2018-11-19 23:15:54

  快速補充行銷相關知識，有啟發，好讀

• 作者：lluo 发布时间：2012-08-17 21:27:31

  超好看的一本marketing 入门级读本。作者Philip Kotler 被誉为现代营销学大师，书中深入浅出贯穿了一些marketing的基本知识，和世界顶级公司CEO的营销学理念，字字玑珠！感觉他们在讲marketing，但是很多理念和想法其实远远超出了专业范围。值得膜拜！

• 作者：采花 发布时间：2016-05-04 22:04:53

  难道没人觉得这书很烂么，特别是完全不实战。。

• 作者：在路上 发布时间：2012-11-05 04:49:09

  市场营销学是我众多学科中唯一偏好的，于是在这个学期决定把这门课程好好研究下，以奖学金为目标。在图书馆借了这本书的西语版，不多，175页，在地铁上可以研究一阵子。

• 作者：无花果 发布时间：2020-04-12 17:08:22

  小夜熊的眼泪是黑黑的，可是怎么这么有感染力。

• m

  作者：Grindcore 发布时间：2012-12-05 11:27:49

  mmmmmmmmmmmmmmmmm111111mmmmmmmmmmmmmmmmm111111mmmmmmmmmmmmmmmmm111111mmmmmmmmmmmmmmmmm111111mmmmmmmmmmmmmmmmm111111mmmmmmmmmmmmmmmmm111111

• 从生还者，到犯罪，到人性本身

  作者：申仙 发布时间：2018-05-09 09:03:35

  最近看了三个故事，《失踪的女儿》《她不是我妈妈》以及本书《幸存女孩》，我觉得若是连起来看，的确会让人对社会舆论的诱导能力产生不小的恐惧。

  《让子弹飞》里汤师爷曾在小六子剖腹之后劝过张麻子一句“杀人诛心”，请注意这个词的宾语在当时当境并不是指代黄老爷，而是送给张县长的。逼迫六子自杀的最终目的不在于断其一臂，而是让麻匪等人奋起杀人，坐实了滥用强权草菅人命的事实，即，杀胡万诛百姓的心。

  杀人诛心是个老词了，用在不见血的政治斗争中拥有出奇的效果。而随着信息扩散速度的不断加快，信息获取渠道如此驳杂的情况，你和我都极容易成为那个“诛心”的引导者。

  本书在对待幸存女孩昆西的叙述上尽可能地回避了对杀人事件的侦破过程，而是极力地描写着昆西以及另外两位连续杀人案件中的幸存者的生存现状以及她们摆脱噩梦的过程。这是作者赖利•塞杰的高明之处，从第一人称的视角切入进受害者的生活状况，包括：在男友和警长朋友的帮助下回归正常生活；与萨姆聊起被拘禁的回忆时极端的恐惧；因失忆所带来的受害片段不断肢解着正常的生活；好友之死牵扯出的媒体关注；记忆拼凑成型后陷入二次恐慌；面对真相后对勇气的重新界定。

  面对同为最后一个幸存者的好友丽萨的死亡，昆西起初表现出的抗拒情绪是自然的，她做不到如同丽萨那样为自己的苦难坚定地做一个殉道者，失忆带来的好处让昆西可以重新开始生活而不会被拖累，但丽萨的人生从逃离恶魔的夜晚开始就永远陷在了那里。

  我们无法分辨这两种选择的优劣，因为对于身处其地的受害人来说，回忆本就是最可怕的伤害。但丽萨的死亡以及临终前没写完的信，让昆西这个余下的活人不得不面对社会或同情或好奇或猜疑的目光。

  心理学中将认识过程定义为人通过感觉、知觉、记忆、想像、思维等形式反映客观事物的特性、联系或关系的过程。其中想象一关，以及思维定式带来的惯性通常会让旁观人很难设身处地去思考当事人所面对的困境，而乐队花车效应也同时指出，人类经常会有一种倾向，去从事或相信其他多数人从事或相信的东西。大众的期待和探究或许从出发点考虑并无指责的必要，但其中或多或少带来的伤害累积却是隐性而不可控的。

  所以接下来的故事演变的主动权，就从昆西本人的自救转变成了被他人推动着，去回忆那场并不值得想起的经历。

  其中的主导者有二，假冒的萨姆以及伪装成好友的凶手：

  萨姆诱惑和胁迫昆西去回忆案情，从结尾来看的确事出有因，也同样是为了还嫌疑人的清白，但其暴力的指导方式使得昆西在最短的时间内遭遇到最大的侵害。所以我们也不得不怀疑这种——以带领受害人模拟受害经过——的破案方式是否值得？追捕罪犯的价值能否抵消一个个体被施加的伤害？以及更重要，为大多数人的安全，是不是就应该推出一个牺牲者？

  在救一个人还是救一船人的老问题上，我依旧希望站在最公平的一方，即不提倡用多数人的利益去损害少数人。因为如果身临仙境的是自己，我想我并不能做到自我献身那般高贵，同样，由己推人，我们也没有任何去给个体下判决的资格。

  另一面、

  在我们分析凶手的本意中不难发现：他是有意去塑造出三个幸存女孩的，制造不同的杀人罪行，并从中挑选出三个最合适的坯子，像个匠人一样细心打磨制造出他想要的完美性格。

  真正的萨姆死了，原因是其在之后人生里表现出的怯弱完全不如死里逃生的时候那么“赏心悦目”；

  丽萨也死了，死于爱上那个凶手又无意间触碰到了真相；

  而在最后的昆西身上，凶手找到了他最欣赏的样子——美丽、勇敢、坚定、忠贞。他像对待自己亲手制作出的艺术品一样珍爱着昆西，甚至愿意抛下一切带她远离社会。

  陀思妥耶夫斯基在《罪与罚》里写过：犯罪是对社会组织的不正常现象的抗议。但值得注意的是，在当下，有越来越多的暴力行为并不来自于对强权阶级的反抗，而是弱者对弱者完成的又一次侵蚀。

  美剧《罪犯22级剖析》就犯罪人的心理划分出22种不同层次，从最轻微的：为了自卫杀人，但是并没有心理病态倾向的人，到最高等：以施虐为主要动机的病态虐杀者。

  凶手无疑是最后一种人格，以施虐来获得满足感，同时，如他自己所言，又是为了治愈最初的心理疾病所以才屡次尝试杀人来缓解痛感。

  更令人畏惧的一点在于，他耐心的潜伏在昆西身边，因为那个畸形的爱和满足感，而身为当事人的昆西，其境地就像“当你远远凝视深渊时，深渊也在凝视你。”一样让人后背发凉。

  所以，如何杜绝伤害和被伤害，这是整个社会应该正视的问题。

  人生的底色是什么？我依旧坚持人生的光彩面是大于黑暗的，但对黑暗的认知也不该逃避。

  我们需要锻炼一个完整的人格不去行伤害之举，也要了解个案发生时的罪犯特征，而不笼统归入“变态”一栏。有一个词叫做“犯罪预警”，指的便是不应忽略任何一点潜在伤害或者可能转化为伤害的行为，与君共勉吧。