Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

Good book, easy to read and understand, concepts are good and used a lot of quotes from successful CEO, zest need to be more objective.

Not bad. I would say a bit outdated, because a lot has changed in the marketing world since 2004. Also its not to detailed, if you are purchasing for academic purpose, but overal it has some good ideas and tips for several of the concepts that it contains

one of the best book i have even bought. it is a milestone in Merketing and Management and i do reccomend in evey manager (and not only) library.

Easy to read book! Helped me Pass the class for my Bachelor's Degree.

Marketing de A a Z não é um livro novo - 2003 - mas até hoje prova muito o seu valor. Escrito por Philip Kotler, considerado o "pai do Marketing Moderno", com 80 conceitos organizados em ordem alfabética, de "Ativos e Recursos de Marketing" a "Zest", é uma excelente fonte de referência e consulta para profissionais de Marketing conferirem e relembrarem conceitos e também um ótimo compêndio para os profissionais "não-marketeiros" entenderem o fundamental dessa matéria. A linguagem direta e didática de Kotler, que o tornou famoso, descreve nesse livro cada conceito de forma precisa em uma, duas ou três páginas, enriquecidas com citações de alguns cases de sua vasta experiência. Leitura super fácil, rápida e fluida. Enfim, para quem não é de Marketing tem o fundamental. E para quem é do ramo, tem a fonte certa para aquela consultazinha quando pinta a dúvida e de graça ainda se ganha algumas boas "sacadas" do Prof. Kotler. Essencial na prateleira de qualquer profissional de Marketing ou Gerentes em geral, envolvidos de alguma forma com atividades de Marketing Outra leitura de Kotler altamente recomendada é o recente " Marketing 3.0: From Products to Customers to the Human Spirit " (2010). Além de trazer as últimas inovações nos conceitos de Marketing faz um paralelo recaptulando o que agora ficou definido como Marketing 1.0 e 2.0. Confira " Ten Deadly Marketing Sins: Signs and Solutions " também de Philip Kotler.

Overall the book has good content but it is a bit dated. Admittedly I had to buy this book for a Marketing class I am taking so my mindset maybe a bit skewed. The book is easy to read, the definitions are easily consumed and it is somewhat thought provoking. If you need a book to define key marketing terms this is your book. If you are looking for something to make you a better marketer there are probably resources.

As title suggests, this book gives a good insight into the concept of marketing. It has a staunch practical approach which testifies many real time challenges faced in Marketing, Strategy, Sales etc. Writer includes tiny topics in alphabetical order from A to Z, for ex Advertising, Brands, Change....Value, Word of Mouth, Zest. The only mention about this book's drawback is few explanations seems to reappear, but in the slightly varied form. I would like to account this to the title. The writer have arrived at the self-created compulsion of including almost all of 26 characters in English(He accept that in the last part while explaining 'Zest'). This don't try to give in-depth knowledge on all subjects but serves the purpose in claiming the importance of many topics in Marketing. If i was a negative critic, i would have told it as a "Touch and Go" approach. But not a regret since it makes a good impact on some beginners. One important thing i got to know consciously after reading this book is "A business is like a Ritual, you have to reserve immense commitment for it and must not look down to Fake it". And one more "Consumer is the King" as told precisely. Some Best topics in the books are : Customer Relationship, Employees, Internet and E-Business,Marketing Research, Value, Word of Mouth, Competitors, Branding etc. Some subject which needed some more "Insight" are : Sponsorship, Trends in Marketing, Direct Mail etc But overall this book is a worth reading.

Professor Kotler covers a lot of ground quickly as he reflects on 80 marketing-related topics in 187 pages--the average chapter length is 2.3 pages. Here are a few of Kotler's insights: "Most ads are a waste of the company's money and my time... The best advertising is done by your satisfied customers." "The most profit comes from repeat sales." "Market share is a backward-looking metric; customer satisfaction is a forward-looking metric." "Adding new technology to an old company only makes it a more expensive old company. Companies should not invest in CRM [customer relationship management] until they reorganize to become customer-centric companies."

It also help you increase your knowledge with some real use cases

Philip Kotler is considered the father to modern marketing. I believe his work should be included in the reading list of those embarking on a career in marketing and/or marketing managers. This book is an excellent reference book for marketing concepts and insights.

「マーケティング」とは単なる宣伝でも営業活動でもない。と言いきるコトラーには『マーケティング原理』という名著の誉れ高い本があるが、分量が多くとても読み切れません。これは長さも手頃で、しかも著者の最新の考察（insights）に触れる事ができます。 英語の原書ということで二の足を踏む人もいるでしょうが、とても平易な英語で書かれています。TOEIC500点前後でも何とか読み通すことができると思います。ＡからＺまで各独立したトピックスになっているので興味ある部分を拾って読んでいくのもいいでしょう。 今後10年で従来のマーケティング理論は一新されると予言する著者の言葉、早く読むに越したことはありません。

Great marketing insights, this book is full of good examples on marketing ease to read. Thank you.

もっと小さかったらいいのに、、と思う程度が不満です。 内容には満足です。 買ってよかった。