Philip Kotler - Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know

Philip Kotle r

John Wiley & Sons, Inc .

Copyright 2003 by Philip Kotler. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Kotler, Philip.

Marketing insights from A to Z : 80 concepts every manager needs

to know / Philip Kotler.

p. cm . ISBN 0-471-26867-

Marketing. I. Title . HF5415 .K63127 200 658.8dc21 200201490

Printed in the United States of America.

10987654321

To all those who have worked i n business and marketin g with a passion to satisfy customer need s and enhance customer and societal well-being .

may not even have time to read Marketing for Dummies with its 300 pages. Instead you want to understand some key con cepts and marketing principles presented by an authoritative voice, in a convenient way.