"There’s only one name in marketing: Phil Kotler. His latest may be his best a summa that captures the best of his insights, as original today as when he first took pen in hand, forty years ago."
Tom Peters, author of In Search of Excellence and The Circle of Innovation
"If you are going to buy one book by Philip Kotler, buy this one. In this accessible, current, and personality–filled read, you will get the most complete picture possible of what marketing today is all about."
Sergio Zyman, author of The End of Advertising as We Know It
"This classic and highly respected thinker has brought together the most important ideas from old and new marketing under one cover the Alpha and Omega of marketing books. Should be on the bookshelf of everybody practicing business today."
Don Peppers and Martha Rogers, PhD, Peppers and Rogers Group, coauthors of the bestselling The One to One Future: Building Relationships One Customer at a Time
"What Peter Drucker is to management, Philip Kotler is to marketing. Kotler’s ideas are endlessly interesting, relevant, and ahead of the times."
Al Ries, Ries & Ries, author of The Fall of Advertising and the Rise of PR
"This book could also be called Marketing Insight: From Genesis to Revelations because it is a bible of marketing truths and it’s in plain English. The most important and enduring principles of marketing are presented with parables and such vivid examples that there are no excuses for anyone not to understand marketing."
Roger Blackwell, Professor of Marketing, Fisher College of Business, The Ohio State University, author of Customers Rule!
Communication and Promotion.
Customer Relationship Management (CRM).
Distribution and Channels.
Focusing and Niching.
Forecasting and the Future.
Goals and Objectives.
Image and Emotional Marketing.
Implementation and Control.
Information and Analytics.
Internet and E–Business.
Marketing Assets and Resources.
Marketing Department Interfaces.
Marketing Roles and Skills.
New Product Development.
Retailers and Vendors.
Success and Failure.
Telemarketing and Call Centers.
Trends in Marketing Thinking and Practice.
Word of Mouth.