When I decided to cross-register from classes at Harvard Law School to those at Harvard Business School, I asked a friend who was publisher of the Harvard Business Review what I should take. He advised me to take marketing, because the second year classes were the same as the first year ones. I soon found myself dealing with simple problems of how to market Heinz Ketchup. I did well in marketing at Harvard Business School, but most of what I learned about marketing I learned from reading this book. I now practice as a management consultant, and I constantly find clients who do not understand what marketing management should be all about. I constantly encourage them to read this book. In fact, in my stock-price improvement practice, much of what I did initially was to apply Kotler's principles to the idea of marketing a stock. The model worked, and I have found that part of Kotler's thinking also applies to solving nonmarketing problems. I have a hard time imagining a better book can come out to replace this one. There are individual works that are excellent in a narrow segment (such as POSITIONING and THE 22 IMMUTABLE LAWS OF BRANDING), but you need the big picture. MARKETING MANAGEMENT is a perfect book for that purpose, whether for student, intern, assistant brand manager, head of marketing, or CEO. If I may make one suggestion: Have those who have nothing to do with marketing read this book. That will give your organization a better way of sharing information and ideas for improving what you offer customers.