Title: FAQs Marketing: Answered by the Guru of MarketingAuthor: Philip Kotler
Publisher: Cyan Books
Mr. Kotler is one of the definitive authorities on marketing. His books are standard required reading in universities around the world. As one of the foremost marketing authorities, Mr. Kotler receives a large number of marketing related questions. In this book, he answers the most frequently asked questions on the subject.
Unlike a standard text book, this book is in a question-answer format. The author covers a wide range of topics covering not just the traditional aspects of marketing but also the new areas which will increase in importance in the future.
Unlike a standard text book, this book is in a question-answer format. The author covers a wide range of topics covering not just the traditional aspects of marketing but also the new areas which will increase in importance in the future.
The author divides the book into several parts.
- Part 1: Markets and Marketing.
- Part 2: Marketing Strategy.
- Part 3: Marketing Tools (The 4Ps).
- Part 4: Marketing Planning.
- Part 5: Marketing Organization.
- Part 6: Marketing Control.
- Part 7: Marketing Areas of Application.
- Part 8: Marketing Excellence.
Each section is further divided into topics which then explore various marketing issues within each topic. For example, the marketing tools section is further divided into subsections like product, price, place etc. Various topics in each of these are then discussed like the brands and branding topic in the product subsection.
Overall, this small book covers a wide range of topics that are pertinent to marketing in the 21st century. Not only are traditional issues (like the 4Ps) covered, but also newer issues like internet marketing are discussed. This book should be an essential part of a marketers library as it serves as a very handy reference guide to the various marketing issues that such a person will encounter in their career.
Definitely recommended reading. If you haven't got it, get it, read it and keep it as a reference.
Overall, this small book covers a wide range of topics that are pertinent to marketing in the 21st century. Not only are traditional issues (like the 4Ps) covered, but also newer issues like internet marketing are discussed. This book should be an essential part of a marketers library as it serves as a very handy reference guide to the various marketing issues that such a person will encounter in their career.
Definitely recommended reading. If you haven't got it, get it, read it and keep it as a reference.
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