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Kotler On Marketing Paperback – December 30, 2000
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For more than three decades, Philip Kotler has been the authority on marketing for business grad students around the world. (His seven textbooks on various aspects of the topic are available in 18 languages in 58 countries, for example, while his seminal Marketing Management is considered the most widely used volume among all MBAs.) Even with all these publications, and a consultation/seminar practice aligned with firms such as AT&T, IBM, Michelin, Shell, and Merck, Kotler never committed to paper his popular theories concerning the ways in which executives and their managers should approach their real-life marketing programs. Until, that is, Kotler on Marketing. Comprehensive yet clear, this new compendium finally synthesizes Kotler's vast experiences and proven ideas into a single accessible resource. Three meaty initial sections address a series of strategic, tactical, and administrative concerns, ranging from identifying opportunities and building brand equity to utilizing outside intelligence and evaluating performance. A brief fourth part titled "Transformational Marketing" offers Kotler's perspective on "the revolutionary impact on the marketplace and marketing practice of the new technologies ... and new media" including the Internet, fax machines, sales-automation software, cable TV, videoconferencing, and "personal newspapers." --Howard Rothman --This text refers to an out of print or unavailable edition of this title.
From Publishers Weekly
If you want to learn marketing, you have to come to Kotler. He is both a pioneer of modern marketing and the leading popularizer of the field. His Principles of Marketing is ubiquitous in business schools throughout the world and he has two other textbooks for advanced classes. Now he gives readers a new way to tap his vast knowledge. The book covers the full range of marketing management and, of course, addresses Internet marketing. Readers won't find the mathematical depth or theoretical rigor that make Kotler's textbook an unpleasant surprise to students expecting an easy course. In fact, this book assumes readers will have a good deal of business experience. It's a terrific capsule of Kotler's marketing savvy. The most significant drawback is that Kotler shows only positive models of successful marketing. This is fine for illustrating general principles and techniques, but it doesn't teach the judgment required to tell good applications from foolish ones. The upshot is that uncritical readers may discover that a little learning is a dangerous thing. Despite these qualifications, this is a fine book on marketing for a general audience.
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
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- One can market products, people, places, ideas, experiences and organizations.
- The central purpose of marketing is demand management through exchanges, relationships and networks.
- You can dominate markets through higher quality, better service, lower prices, higher market share, customization, product innovation, and exceeding customer expectations. It also pays to enter high-growth markets.
- Peter Drucker said, "the aim of marketing is to make selling superfluous." (This explains the conflict between marketing and sales that I see so often.)
- There are three levels of marketing: 1) Responsive Marketing; 2) Anticipative Marketing; 3) Need-Shaping Marketing (i.e., "I don't serve markets. I create them." - Akio Morita, Sony).
- Marketing management includes research, segmentation and targeting, positioning, branding, balancing the marketing mix of the 4 Ps, implementing, and controlling. (Implementation is the big challenge.)
- You can segment markets by demographic, benefit, occasion, usage level, and lifestyle.
- Marketing audits include a survey of demographics, the economy, the environment, technology, political changes, and cultural forces.
- Pay close attention to managing relationships with employees, distributors, suppliers, marketing agencies, logistics agencies, the press, and the community at large.
- Recruiting, selecting, hiring, training, motivating, compensating and evaluating salespeople is the task of Directors of Sales and Marketing.
- Focus on getting customers, keeping customers, and growing customers.
- Work to increase margin, market share and customer satisfaction.
These snowflakes are just the tip of the iceberg. Remember that this book presents theory; not practice, so don't expect a cookbook. Additionally, Kotler's work does not provide solid counsel for the Internet and the disruptive innovation it is bringing. Still in all, if you are a marketer, Kotler on Marketing is a must have. It will get your wheels spinning and help organize your thoughts.
This is well done. Examples from real world are included (not much hypothetical, classroom or research stuff included) with great questions to ask yourself at the end of each chapter to probe deeper into the topic. Additional references are provided for those who wish to utitlize the concept further.
I find Kotler very easy to read and follow. The approach here presented is right on! There is a warehouse of great lines that can propel one's marketing, e.g. "If companies focus only on their costs, they will never grow to greatness. Without a top line, there will be no bottom line." or "The way to beat your competitors is to attack yourself first." "Finally, customers don't want promotion; they want two-way communication."
This is a gem of a book to mine for info or to put into practice. Likely those not familiar at all with the field will gain much from reading, while those engaged will find this work extremely practical, productive, clarifying and motivating. Not only does he point out trends and weaknesses and opportunities, but in most cases, provides real practitioners and examples, plus optional opportunities.
This book epitomizes an economic outlook fit for this age of unabated capitalism. Oh, it is concise and well written. So well in fact, that as a consumer, it even hurts to read and learn. Probably hugely inspiring to marketing younglings, but... somehow ethically and morally shallow. Then again, it is not a book on ethics or moral. It's on marketing! ;)