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Inside this Book – I (and most people) have a love/hate relationship with advertising. Yes, I enjoy each new Absolut vodka print ad: Where will they hide the famous bottle? And I enjoy the humor in British ads, and the risqué quality of French ads. Even some advertising jingles and melodies stick in my mind. But I don’t enjoy most ads. In fact, I ac- tively ignore them. They interrupt my thought processes. Some do worse: They irritate me. The best ads not only are creative, they sell. Creativity alone is not enough. Advertising must be more than an art form. But the art helps. William Bernbach, former head of Doyle, Dane & Bernbach, observed: “The facts are not enough. . . . Don’t forget that Shakespeare used some pretty hackneyed plots, yet his message came through with great execution.” Even a great ad execution must be renewed or it will become outdated. Coca-Cola cannot continue forever with a catchphrase like “The Real Thing,” “Coke Is It,” or “I’d Like to Teach the World to Sing.” Advertising wear-out is a reality.
Inside this book –Marketing Insights from A to Z PDF Book by Philip Kotler – Everything is a brand: Coca-Cola, FedEx, Porsche, New York City, the United States, Madonna, and you—yes, you! A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance to a product or service. Russell Hanlin, the CEO of Sunkist Growers, observed: “An orange is an orange . . . is an orange. Unless . . . that orange happens to be Sunkist, a name 80 percent of consumers know and trust.” We can say the same about Starbucks: “There is coffee and there is Starbucks coffee.” Are brands important? Roberto Goizueta, the late CEO of Coca-Cola, commented: “All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies in the goodwill of our brand fran- chise and the collective knowledge in the company.” And a book- let by Johnson & Johnson reaffirms this: “Our company’s name and trademark are by far our most valuable assets.” Companies must work hard to build brands. David Ogilvy in- sisted: “Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
Marketing Insights from A to Z by Philip Kotler PDF : eBook Information
- Full Book Name – Marketing Insights from A to Z
- Author of this Book – Philip Kotler
- Language – English
- Book Genre – Non-Fiction, Business, Economics, Management
- Download Format – PDF
- Size – 1.1 MB
- eBook Pages – 226
- Price – Free