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Kotler on Marketing: Competitive Marketing Strategies for Global Success (Prentice Hall Essence of Management Series) - Hardcover
Synopsis
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.
"synopsis" may belong to another edition of this title.
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
Review
A masterful job by the master thinker about marketing...The latest thinking on all the enduring issues of how to find, win, and keep customers. -- George Day, author of The Market Driven Organisation
An unrivalled opportunity to spend quality time with one of the leading marketing thinkers in the world. -- Leonard Berry, author of Discovering the Soul of Service
Provocative insights and thoughtful prescriptions that will guide executives who face the challenges of powerful customers, global forces, and new technologies. -- David Aaker, author of Brand Leadership and Building Strong Brands
The best of Kotler's wisdom in a book that must become a modern management classic. -- The Director
"About this title" may belong to another edition of this title.
- PublisherPearson Education Limited
- Publication date1992
- ISBN 10 0135157013
- ISBN 13 9780135157015
- BindingHardcover
- LanguageEnglish
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