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Title: Kotler On Marketing by Phillip Kotler ISBN: 0-13-515701-3 Format: Textbook Binding List Price(USD): $26.95

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Average Customer Rating: 4.11 (28 reviews)

Rating: 5
Summary: Macro World of Marketing--Truly "How To"
Comment: Managing changing needs and desires! Kotler summarizes this field which is wide and becoming wider. In cogent, succint style, this book takes the marketing executive, student or executive who has to deal with marketers through where the field has been, where it is today and where it is heading.'

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.

Rating: 5
Summary: Kotler in One THIN Book
Comment: This book is written for those who is not expert in Marketing and doesn't have time to read through the Marketing Classics "Marketing Management" (one of the thickest Marketing book) by the same author. As it put all Kotler's idea in one book, it also serve as a "review" even for those who read through "Marketing Management". If you are only allow to buy one book from Kotler, buy this! Greate book!

Rating: 2
Summary: At 50,000 Feet Its Tough to Keep Your Feet On the Ground
Comment: 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.