Author: Philip Kotler

Amazon.com Review

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

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.

From Library Journal

Kotler, the S.C. Johnson Distinguished Professor of Marketing at the Kellogg Graduate School of Management at Northwestern University, has been writing tremendously popular marketing texts since 1969. Here he has synthesized the materials from his textbooks and marketing seminars to produce a compact and readable review of marketing theory and practice that will allow the reader a quick and thorough overview of the field. Kotler (The Marketing of Nations, LJ 8/96) also has a useful appendix on characteristics and strategies for marketing in various types of business. Notes listing references for further study are included, and a subject index is promised. The text is practical and thorough yet remarkably readable and digestible. As a result, this title belongs on the shelf of every business executive as well as entrepreneurs and small business people.ALittleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA

Copyright 1999 Reed Business Information, Inc.

Review

Robert W. GalvinChairman of the Executive Committee, Motorola Inc.This book is about WINNING profitably; optimally creating and managing demand from various customers' focused needs.

Al RiesChairman, Ries & Ries, coauthor of PositioningKotler is marketing. Everybody who is anybody in marketing should read this book.

Stan RappChairman and CEO, McCann Relationship Marketing WorldwideMust reading from the eye-opening picture of life in the year 2005 to the final look at adapting to the New Age of Electronic Marketing.

Bradley T. Galeauthor of Managing Customer ValueStrategy, tactics, and guidelines for improving marketing effectiveness and customer value spring to life in this must-use book.

David Aakerauthor of Building Strong BrandsProvocative insights and thoughtful prescriptions that will guide executives who face the challenges of powerful customers, global forces, and new technologies.

George S. Dayauthor of Market Driven StrategyA masterful job by the master thinker about marketing....The latest thinking on all the enduring issues of how to find, win, and keep customers.

Professor Leonard L. Berryauthor of Discovering the Soul of Service An unrivaled opportunity to spend quality time with one of the leading marketing thinkers in the world.

Frederick E. Webster, Jr.C. H. Jones 3rd Century Professor of Management, Amos Tuck School, Dartmouth CollegeUp-to-the-minute examples of best practice. A terrific overview of the rapidly changing field of marketing strategy and tactics.

Kevin J. Clancy, Ph.D.Chairman & CEO, Copernicus: The Marketing Investment Strategy GroupAn amazing guide to marketing excellence, with original and powerful advice. A must-read for anyone concerned with building, implementing, and monitoring extraordinary marketing programs, from one of the greatest minds in marketing today. I'm ordering copies for everyone in my firm.

Christopher Lovelockauthor of Product Plus and Services MarketingA treasure trove of practical insights into modern marketing -- like taking a master class from the world's leading marketing professor.

Product Description

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.

Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.

If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

About the Author

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the J.L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois. Kellogg was voted the "Best Business School" for six years in Business Week's survey of U.S. business schools. It is also rated as the "Best Business School for the Teaching of Marketing." Professor Kotler has significantly contributed to Kellog's success through his many years of research and teaching there.

He received his Master's Degree at the University of Chicago and his Doctorate at MIT, both in economics. Professor Kotler did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Professor Kotler is the author of Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide. He is author or co-author of numerous other books including: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations. He has published over one hundred articles in leading journals, several of which have received best-article awards.

In 1985 Professor Kotler was the first recipient of the American Marketing Association's (AMA) "Distinguished Marketing Educator Award." He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey and also received the 1978 AMA "Paul Converse Award," honoring his original contribution to marketing. The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence." In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year."

IBM, General Electric, AT&T, Honeywell, Bank of America, and Merck are amongst the companies Professor Kotler has consulted for in the areas of marketing strategy and planning, marketing organization and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. Currently he is also a Member of the Board of Governors of the School of the Art Institute of Chicago and received honorary doctoral degrees from the University of Zurich, Athens University of Economics and Business, DePaul University, and the Catholic University of Santo Domingo.

Professor Kotler's extensive travels throughout Europe, Asia and South America, advising and lecturing to many companies continues to expand the scope and depth of his programs, enhancing them with an accurate global perspective.

Excerpt. © Reprinted by permission. All rights reserved.

Source: Amazon