Kotler on Marketing : How to Create, Win, and Dominate Markets
Author: Philip Kotler
List Price: $27.50
Our Price: Click to see the latest and low price
ISBN: 0684850338
Publisher: Free Press (21 April, 1999)
Sales Rank: 8,959
Average Customer Rating: 4.11 out of 5
Customer Reviews
Rating: 4 out of 5
Strong general overview!
This book offers an overview of modern marketing principles. It is strongest for its clear conveyance of general concepts but may leave those hungering for detail unfulfilled.Those interested (as I am) in customer relationship strategy will find the following chapters most relevant. Chapter 2 describes functional responsibilities in a customer-centric organization. Chapters 3 and 8 provide strategies for delivering additional value to customers. Chapter 7 discusses the acquisition, retention and growth of customers, with a proper emphasis on retention and growth.
Kotler provides many illustrative examples within his text. Isolated case studies are not used.
Rating: 5 out of 5
The Maestro of Marketing speaks againż
Kotler's latest book is a great refresher course on marketing in the new millennium. The organization and prose of the book make it an enjoyable read, not at all academic and stuffy. We're using it as a textbook in an MBA Marketing Strategy course, and it is comprehensive and insightful as to the new challenges of marketing. The book is organized into four parts:
Part One: Strategic Marketing - including sections on building profitable businesses through world-class marketing; using marketing to understand, create, communicate and deliver value; identifying market opportunities and developing targeted value offerings; developing value propositions and building brand equity.
Part Two: Tactical Marketing - developing and using market intelligence; designing the marketing mix; acquiring, retaining and growing customers; designing and delivering more customer value.
Part Three: Administrative Marketing - planning and organizing for more effective marketing; evaluating and controlling marketing performance.
Part Four: Transformational Marketing - adapting to the new age of electronic marketing.
Whether you read the book from cover to cover, or add it to your reference library and just read specific sections, you will find it full of useful theories, practical advice and many current examples.
Rating: 2 out of 5
At 50,000 Feet Its Tough to Keep Your Feet On the Ground
Kotler has the reputation as the marketing king - but I dont see it. This book was full of high level garbage and lacked any actionable insight. If you're like me you are in the real world trying to take product to market, figure out how to position (or deposition the competition), how to price effectively, etc. This book does not help with reality. If you want catchy terms and 4 bullet points to impress your friends in meetings, then this is the book for you.For practical advise, seek another.
Similar Products
Competitive Advantage : Creating and Sustaining Superior Performance
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
COMPETITIVE STRATEGY : TECHNIQUES FOR ANALYZING INDUSTRIES AND COMPETITORS
Kellogg on Marketing
Marketing Management
Book Index