This world-wide best-selling book highlights the most recent trends and developments in global marketing with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing along with the opportunities and needs of the marketplace in the years ahead.

Written expressly for on-the-go sales managers who don’t have the time to wade through wordy prose or academic theory, this book is fast-paced and results-oriented. It contains scores of easy-to-implement strategies, checklists, and action plans for anyone who’s managing a sales team. The book’s wisdom is culled from the author’s own experience as a top sales manager, as well as feedback from the thousands of managers who have participated in his training programs and seminars. This revised and updated edition is not only a guide to coaching and training sales reps in the skills they need, but it’s also a handbook full of practical tools and motivational strategies to help reps generate activity and get business. It contains valuable information and insights on hiring and recruiting, effective field coaching skills, running effective sales meetings, and utilizing the most up-to-date technological resources without giving up the warm personal touch.

Meyer heads a consulting group in California that helps businesses
create and dominate markets with new products. According to Meyer, “new
markets are the product of someone’s recognizing a potential, finding
the right solution, and bringing that solution to market in a way that
works.” Meyer’s prescription for success in new-market ventures
includes detailed discussions of the risks and rewards and the
necessary skills for operational managers, executives, market analysts,
financial supporters, and salespeople. The particular needs and
influence of the customer, changes in the economy (successful ventures
can be had in any economic condition), the role of information
technology, demographics, and changes in domestic and international
markets are also critical. Throughout these discussions, he inserts
accounts of many well-known companies that engaged in these ventures
(including FedEx, AOL, Microsoft, Lucent, Motorola, and Nokia) and
analyzes their successes and disappointments. This timely and
thought-provoking book is a good choice for corporate, academic, and
public library business collections. Steven J. Mayover, Philadelphia

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.