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According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions [Paperback]

Philip Kotler

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Book Description

May 6 2005
If you had the opportunity to ask one of the world's preeminent authorities on marketing one question, what would you ask?

Now you don't have to decide.

According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into an immensely readable question and answer format. Based on the thousands of questions Kotler hasbeen asked over the years by clients, students, business audiences, and journalists, the book reveals the revolutionary theories of one of the profession's most revered experts, with Kotler providing insightful, thought-provoking answers to questions such as:

* What skills do marketing managers need to be successful?

* What metrics can companies use to judge marketing performance?

* What marketing strategies make sense during a recession?

* How is the role of marketing changing today in the light of globalization and new technology?

* What will the marketing department of the future look like?

According to Kotler is a fascinating, landmark book that you'll refer to again and again, It will forever change the way you think about marketing.

Product Details

  • Paperback: 192 pages
  • Publisher: AMACOM; 1 edition (May 6 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: #1,094,328 in Books (See Top 100 in Books)

Product Description

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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Amazon.com: 4.4 out of 5 stars  7 reviews
14 of 14 people found the following review helpful
5.0 out of 5 stars Sit at the feet of the guru April 25 2005
By Roger E. Herman - Published on Amazon.com
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 11 2006
By Caran Smith - Published on Amazon.com
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
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.
5.0 out of 5 stars The best and most linking the market book! Sept. 10 2007
By Ju Wen - Published on Amazon.com
Mr.Kotler has used more simply words to desribe and answer and summer market questions which has nobody to do it before him!
I really like his books!
Therefore, I have purchased his another book "Marketing insights from A to Z in china. Before I would like to purchase it from Amazon, but shipping fee too expensive. Finally I found this book /english version in Shanghai's booking exhibition in Aug. 2007.

I wish you can recommemd more latest Kotler book to me in the future!
I thought he is greatest master in this filed at the moment.
4.0 out of 5 stars Kotler at his Best Feb. 13 2014
By Anthony A Robinson - Published on Amazon.com
Format:Paperback|Verified Purchase
If your looking for the answers in marketing there's a good chance Kotler has the answers. With his usual well rounded logic Kotler answers the major questions the marketer needs to know. Great read. Excellent reference material

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