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

PHILIP KOTLER, known as "the Father of Modern Marketing," is the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, one of the premier marketing programs in the world. He is the author of twenty-five books and a consultant to nonprofit organizations and leading companies such as IBM, General Electric, Bank of America, AT&T, and Michelin.