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

Philip Kotler (Author)

Book Description

Publication Date: May 6, 2005

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.

Editorial Reviews

Review

"The CEO Refresher (www.refresher.com) ""...the book reveals the revolutionary thinking of one of the profession's most revered experts""

Paul Tulenko, Nationally syndicated columnist: ""This is one of these corner-of-the-desk books we all need if we are to meet and beat the competition.""

Frequent Flyer: ""...a valuable working tool than can help spell the difference between success and failure in your marketing efforts."""

Review

"""Nobody covers marketing like Kotler. The range and depth of his knowledge is enormous. Everyone, even a marketing expert, can benefit from reading his comprehensive new book."" -- Al Ries, co-author, The Origin of Brands

""Kotler proves, once again, his own renovation of thought keeps him current and required reading for today's executive."" -- Sergio Zyman, Chairman and Founder, The Zyman Group, LLC"

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Product Details

• Reading level: Ages 17 and up
  
• Paperback: 192 pages
• Publisher: AMACOM; 1 edition (May 6, 2005)
• Language: English
• ISBN-10: 0814472958
• ISBN-13: 978-0814472958
• Product Dimensions: 9 x 6.1 x 0.6 inches
• Shipping Weight: 9.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #507,233 in Books (See Top 100 in Books)

More About the Author

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Customer Reviews

Most Helpful 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 (Greensboro, NC USA) - See all my reviews
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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 - See all my reviews

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, August 22, 2005

By 

Dhruv Gami (Durham, NC USA) - See all my reviews
(REAL NAME)   

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.