3 Review(s)

Kotler On Marketing is long-awaited authoritative guide on marketing for managers by Philip Kotler, one of the most renowned marketing gurus of all times. Summary of the Book The book provides deep insight on marketing. The book covers several important topics on marketing including hypercompetition, globalization, and marketing strategies on the internet. The book will enable the readers to discover the latest happenings on the relatively new fields such as database marketing, relationship marketing, high-tech marketing, and global marketing. The book is packed with invaluable advice from the author, which has guided several corporate giants including AT&T, General Electric, IBM, Michelin, Merck, DuPont, and Bank of America. The book also provides information on how to select the right market segments or how to compete against lower-price competitors. This is one of the best known books on marketing which has been translated in 20 different languages. Kotler on Marketing provides a wealth of cutting-edge strategies and tactics that can be applied immediately to reduce the enormous cost of customer acquisition. This book will make for an ideal read for students and professionals of marketing. About Philip Kotler Philip Kotler is a Professor of International Marketing at the Kellogg School of Management at Northwestern University. He completed his Master's degree at the University of Chicago followed by his PhD at Massachusetts Institute of Technology, both in economics. Dr. Kotler also completed his postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. He has several books on marketing including Principles of Marketing and management: An Introduction. He has worked for several large companies in the areas of strategy, planning and organization, and international marketing.