|
|
|
 |
|
|
|
Kotler on Marketing: How to Create, Win, and Dominate Markets
|
|
|
|
|
|
|
|
|
|
|
|
|
Sales rank 331,024
Customers rating (based on 37 reviews)
|
|
|
|
|
Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium. Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.
|
|
|
| Publisher | Free Press | | Release date | 04/1999 | | Availability | Usually ships in 24 hours | | Edition | Hardcover |
| | List price | $30 | | Our price | $22.8 (you save 24.00%) | | Used price | from $1.4 |
|
|
|
|
|
|
|
|
|
|
Good book
Good book. A great read and a lot shorter than his earlier books (especially for those who do not have the time to read his BIG books).
 Kotler on marketing: Excellent starting point.
For those of you have reviewed the book and have given bad ones, I think you really need to base your comments on what the author tried to do and his accomplishments in that regard, not what you thought the book was about.
Prof. Kotler said in the introduction that his editor asked him to publish something, kind of a collection, of his work on seminars and conferences. This book has the intention of being an introduction to marketing principles and best practices. On that, it is great and even most of its detractors confirm it.
I think the book is great from the general manager perspective and also for the small business owner/manager. It gives you a clear insight of what should be done and how. It is not a roadmap to an strategic marketing plan or general strategy, and I think that is the reason why some people dont like it: You need to think by youself about possible implementation scenarios and how to apply all the concepts given in the book.
If you hold an advanced marketing degee then it will be very useful for possible consulting clients and also to introduce another non marketing managers to the art and science marketing. It is an excellent intro to the marketing perspective, and should be great for those troubled companies that cant find alignment between the marketing department and the rest of the management team.
The book is an excellent introduction to marketing. I think it is a great book for a "marketing 101" course or "introduction to marketing". It doesnt have the intention of being innovative or presenting industry changing technology. I think it over delivers in its intention: introduction to marketing concepts.
A Thick Stew of Marketing Theory
Phil Kotler's neurons have cataloged and cross-indexed a vast library of marketing theory. Kotler on Marketing is a central compendium of big marketing ideas in my opinion. It is dense and at sometimes overwhelming, but the mental workout is well worth the effort. It's hard to know where to begin, even though this book is only 220 pages long. So in brief, here are some of my salient gleanings:
- One can market products, people, places, ideas, experiences and organizations.
- The central purpose of marketing is demand management through exchanges, relationships and networks.
- You can dominate markets through higher quality, better service, lower prices, higher market share, customization, product innovation, and exceeding customer expectations. It also pays to enter high-growth markets.
- Peter Drucker said, "the aim of marketing is to make selling superfluous." (This explains the conflict between marketing and sales that I see so often.)
- There are three levels of marketing: 1) Responsive Marketing; 2) Anticipative Marketing; 3) Need-Shaping Marketing (i.e., "I don't serve markets. I create them." - Akio Morita, Sony).
- Marketing management includes research, segmentation and targeting, positioning, branding, balancing the marketing mix of the 4 Ps, implementing, and controlling. (Implementation is the big challenge.)
- You can segment markets by demographic, benefit, occasion, usage level, and lifestyle.
- Marketing audits include a survey of demographics, the economy, the environment, technology, political changes, and cultural forces.
- Pay close attention to managing relationships with employees, distributors, suppliers, marketing agencies, logistics agencies, the press, and the community at large.
- Recruiting, selecting, hiring, training, motivating, compensating and evaluating salespeople is the task of Directors of Sales and Marketing.
- Focus on getting customers, keeping customers, and growing customers.
- Work to increase margin, market share and customer satisfaction.
These snowflakes are just the tip of the iceberg. Remember that this book presents theory; not practice, so don't expect a cookbook. Additionally, Kotler's work does not provide solid counsel for the Internet and the disruptive innovation it is bringing. Still in all, if you are a marketer, Kotler on Marketing is a must have. It will get your wheels spinning and help organize your thoughts.
Marketing Strategy
 Nothing new
Repackaged and slightly updated standard Kotler fare. If you have very little idea about marketing you will find the book interesting but not very practical (how could it be practical given the breadth of scope and limited number of pages). For anyone even remotely familiar with marketing best practices the book will bring nothing new.
After almost 10 years, still a great book
If you're going to read just one book on marketing, this should probably be it. Philip Kotler, a professor at the Kellogg School, is one of the most respected marketing thinkers today. This is a relatively short, readable book packed with insight. The book has three main sections: Strategic Marketing, Tactical Marketing and Administrative Marketing. When you read it, please remember that this was published in 1999. At lot has changed since then. Kotler could not have anticipated the explosion of search marketing and Web 2.0. Remarkably, he did a good job of anticipating the key ideas driving electronic marketing.
In the section on administrative marketing, Kotler offers his most profound and provocative insight. It's in the form of a question:
"The fact is that marketing began as an appendage to the sales department of companies. [...] What, then, gave such a boost to the development of marketing departments, that it reached the point where, ironically, the sales department in some cases has become an appendage to the marketing department?"
Sales an appendage of the marketing department? I know a lot of sales people that would scoff at such a thought! Scoffers or no, Kotler has this absolutely right, especially in the B2B, high-tech, growth companies. With the adoption of brand, product and market management, forward-thinking companies have adopted the notion that marketing is the strategic investment that drives sales performance. Unfortunately, Kotler does not fully develop this idea in the book. And, also unfortunately, the imbalance between sales and marketing remains one of the primary sources of corporate strife and cultural discord in many companies. This would be a good topic for his next book.
|
|
| | |
|
