Philip Kotler draws on lectures he’s given worldwide and textbook basics to craft an informative and refreshing marketing text. Highlighting the primary tools and techniques used by marketing professionals, he encourages companies to adopt a holistic approach that emphasizes customer value over product sales. Since it’s cheaper to retain an existing customer than to acquire a new one, companies should use all of the resources at their disposal - including marketing - in building long-term customer relationships. Beyond the customer-value sermon, Kotler offers a systemic review of fundamental marketing concepts that getAbstract heartily recommends to beginners, who quickly will find their copies of this book glowing with highlighter yellow, as well as marketing veterans, who will enjoy and learn from the book’s fresh take on familiar topics.
About the Author
Philip Kotler is a professor of international marketing at the Kellogg Graduate School of Management at Northwestern University. He has written or co-authored 15 books, including Marketing Management, Social Marketing, Marketing Places and The Marketing of Nations. He has won numerous awards as a marketing educator.
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