Customer Reviews

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

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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.

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.

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.

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.

This is an amazing compilation of this foremost marketing guru's accumulated knowledge and wisdom. As a neophyte to this field, I feel as if I've received the best crash course in marketing without stepping into an actual classroom. Taking the next step is up to the reader, but Kotler places the reader in a place where he or she will understand not just the fundamentals of succesfull marketing but much more about how marketing is a key component of any succesfull enterprise. Kotler also points the way to other authors whose expertise he respects and whose work will further round the reader's knowledge of this important subject.