- Paperback: 192 pages
- Publisher: AMACOM; 1 edition (April 11 2005)
- Language: English
- ISBN-10: 0814472958
- ISBN-13: 978-0814472958
- Product Dimensions: 23 x 15.5 x 1.5 cm
- Shipping Weight: 272 g
- Amazon Bestsellers Rank: #490,144 in Books (See Top 100 in Books)
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Product Details |
Product Description
Product Description
Over the years, world-renowned marketing guru Philip Kotler has been asked thousands of questions by clients, students, business audiences and journalists. Now in one quick reference, Kotler provides answers to some of the toughest ones, revealing his philosophies on marketing topics including strategy, product, price, place, promotion, marketing research and planning, direct marketing, small business marketing and more. According to Kotler offers his insightful, thought-provoking answers to questions such as: - What effects are dynamics like globalization, hyper-competition, and the Internet having on marketing? - What skills do marketing managers need to be successful? - What marketing strategies make sense during a recession? - What are holistic marketing and reverse marketing? - How can a local brand be turned into a global brand? - What signs might indicate a need for a change in strategy? - What does the marketing department of the future look like? Kotler expounds on these and many other questions in this fascinating, landmark book no marketing professional should be without.
About the Author
Philip Kotler is one of the world's foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. The S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management of Northwestern University, he is the author of many influential books, including Marketing Management and Kotler on Marketing. He lives in Evanston, Illinois.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.5 out of 5 stars (6 customer reviews)
14 of 14 people found the following review helpful
5.0 out of 5 stars
Sit at the feet of the guru, April 26 2005
By Roger E. Herman - Published on Amazon.com
This review is from: According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions (Paperback)
If you're in marketing, you probably know the name "Philip Kotler." He's recognized as the world's foremost authority on marketing. Lots of awards, recognition, books, etc. Well respected. If you're not in marketing, he's still the world's foremost, etc, etc. And from his perspective, we are all in marketing. So, this book is for everyone in business...and then some.You'll find this little paperback disarmingly short...in appearance. First impression is that the book is too short to have much to offer. Surprise! There's an amazing amount of knowledge and insight in these pages. The format makes the book easy to read-in one sitting or in chunks or even sporadically as a reference book.
The format is somewhat unusual, which gives a sense of special-ness to the book. Think of a question you'd like to ask a man like this, if you could have him all to yourself for a few minutes. OK, good. Now, ask another one. And another one. That's what your experience will be with this book. Question after question-that people have asked the guru over the years, followed by his short answer. Not long treatises, just short answers like you might get in an elevator encounter.
The questions are organized into major categories and subcategories. The major sections are Markets and Marketing, Marketing Strategy, Marketing Tools, Market Planning, Marketing Organization, Marketing Areas of Application, and Marketing Excellence. The table of contents consists of the questions and the page numbers. Just let your finger move down the page and you'll find questions that draw you in because you're curious about his answer.
Bonus: this book has a comprehensive index that makes it easy to find the answers-and the questions-you're looking for. Hence the value as a reference book.
Drawbacks include the plight that the answers will often be shorter and shallower than readers will want. So, read his other books for the depth. There is some redundancy, as might be expected as the topics intertwine. All in all, this is a valuable book, perhaps worth multiples of the price to have a resource for quick, concise, sometimes provocative answers.
1 of 1 people found the following review helpful
4.0 out of 5 stars
Marketing is not the same with Kotler, April 12 2006
By Caran Smith - Published on Amazon.com
This review is from: According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions (Paperback)
Philip Kotler is an institution by himself and perhaps the father of modern marketing. I have read most of his books and was pleasantly surprised to read about the growing importance of PR in his book. For a marketing expert to admit this requires guts. Kotler has written about buzz marketing in a way that is new and innovative. Good book to understand modern marketing methodology and practices.
3 of 4 people found the following review helpful
3.0 out of 5 stars
Not what i expected, Aug 22 2005
By Dhruv Gami - Published on Amazon.com
This review is from: According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions (Paperback)
Having been immensely impressed with the material provided in Principles of Marketing, i found this book somewhat disappointing. Kotler touches upon the same stuff. It looks more like a collection of information from his other books, than a fresh approach to answering nagging questions.
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