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Amazon.co.uk Review
If you had to chose one person who more than any other has contributed to the literature on marketing, it would have to be Philip Kotler. This is the 15th book in a glittering academic and writing career that started in the early sixties and includes Marketing Management, voted by the Financial Times as one of the 50 best business books ever. More than any other individual, Kotler is responsible for making the "marketing paradigm" (the idea that you prosper by "managing demand") ascendant not only in business, but also in politics, human relationships and art. So when Kotler speaks, the world should listen. This book addresses the problems of how to market in a globalised ultra-competitive world where technology is developing at a pace even technologists can't keep up with. Aimed firmly at marketing practitioners, the book aims to turn the vagaries of the latest marketing thinking and the often bafflingly complex implications of new technology into hard nosed, actionable marketing practice. It's a tough brief but he carries it off with deep insight and great panache. Advice on tactical marketing is usually a graveyard when it comes to literary style and innovative thought because it is so easy to get bogged down in details. But Kotler brilliantly manages to do the nitty gritty stuff while retaining a critical overview. For instance in the chapter on "Designing The Marketing Mix" he rightly suggests that two more "Ps" ought to be added to the 4 ps , (product, price, place and promotion) which constitute the fundamentals of the marketing managers job; those are Politics and Public Opinion. But he never gets too intoxicated with his own wisdom. "The issue is not whether there should be four six or ten Ps, so much as what is most helpful in designing marketing strategy," he says quite sensibly. Even if you know everything there is to know about marketing, this book will shed fresh light on it. And if, like the rest of us, you don't know everything, it would be hard to find a better place to start learning. --Alex Benady
--This text refers to an out of print or unavailable edition of this title.
The Director
The best of Kotler's wisdom in a book that must become a modern management classic.
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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Hardcover
Easy to read, no boring theoretical modells but marketing knowledge that is easily understood and can be implemented immediately. Analysis and evaluation questionnaires for the own company included. Very useful for managers, who need a quick insight into marketing or update their knowledge.
4 of 4 people found the following review helpful
Format:Hardcover
Worth every star. Kotler has created a digestible masterpiece. Excellent overview of all the details of marketing and their interfaces towards other departments in a business, in a form that is still readable for the busy modern manager. Far from the lenghty university textbooks Kotler is famous for. Anybody can start here, regardless of their function, if they want to acquire an informed opinion about markets.
4 of 4 people found the following review helpful
Format:Hardcover
A good book- as you would expect - very relevant to CEOS's and MD's as well as the professional marketers.It's full of practical help but also the type of probing questions all of us should be asking in our business whether large or small. Some of the case studies are a bit old hat and mainly feature American organisations which is a shame and I must admit that I felt a bit let down by the one chapter at the back on Internet and technology.
Having said all this though the book made me look again at our marketing strategy to see where we might improve , which is no bad thing
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Most Recent Customer Reviews
Everything you need to know in 5 hours reading
The perfect book to everybody who never learned anything about Marketing, and needs or wants to get all the concepts and feelings around marketing science.
Published on 14 Feb 2001 by antrinca@hotmail.com
An excellent read in less than 2 days
The book covers all aspects on marketing and is well written. It keeps the reader engaged in marketing conversation. Read more
Published on 27 May 2000 by fazz00@mailcity.com
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