According to Kotler: The World's Foremost Authority on Marketing Answers Your Questions Paperback – May 6 2005
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... a valuable working tool than can help spell the difference between success and failure in your marketing efforts." - Frequent Flyer
"This is one of these corner-of-the-desk books we all need if we are to meet and beat the competition." - Paul Tulenko, nationally syndicated columnist
"... the book reveals the revolutionary thinking of one of the profession's most revered experts" - The CEO Refresher (www.refresher.com)
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 inEvanston, Illinois.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.