Summary of Kotler on Marketing

How to Create, Win and Dominate Markets

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Kotler on Marketing book summary
Marketing: It’s not just for the marketing department anymore.


8 Overall

8 Applicability

7 Innovation

8 Style


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.

In this summary, you will learn

  • How to market products and services in a globalized world;
  • What three types of marketing opportunities exist; and
  • What tactics make your marketing more effective.


Choose Your Strategy
The leaders of successful companies must already be aware of how rapidly today’s world is changing as our destiny is shaped by four powerful forces: technology, globalization, deregulation and privatization. Companies that aren’t preparing for monumental change in ...
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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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