by Philip Kotler
• July 1999
From the Back Cover
This world-wide best-selling book highlights the most recent trends and developments in global marketing—with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing—along with the opportunities and needs of the marketplace in the years ahead.
Review:
Phillip Kotler is an internationally recognized name in marketing, and this introductory text (undergraduate or MBA-level) is a comprehensive resource on the subject. It provides a framework for analyzing marketing opportunities and making strategic decisions with respect to the marketing mix to maximize customer value. This latest edition was written with the Internet in mind and how it has changed marketing strategy. The only problem with the book may be its comprehensiveness because it tries to cover every conceivable topic. That makes it a handy reference, but you may need to consult other resources on both marketing and strategy to get a deeper understanding.
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