Marketing Insights from A to Z
Subtitle: 80 Concepts Every Manager Needs to Know
Publisher: Wiley; John Wiley & Sons
Published: March 3, 2003
Language: eng
Number of pages: 224
ISBN-13: 9780471268673
First sentence: I (and most people) have a love/hate relationship with advertising.
Description: "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.".

"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."--BOOK JACKET.