Kotler on Marketing: How to Create, Win, and Dominate Markets Paperback – April 19, 2014

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

Ditto all the praise included before. I'm using the book this summer (2000) as a one week read in my marketing communication management capstone seminar here at FSU. I should add that when I first discovered the book I found it useful as a refresher to hone my own marketing acumen. Despite keeping active in the real world via consulting, it's nice to sit back and reflect on the basics. I recommend it for veterans who need a quick refocus. As my students say, "Kotler is the bomb!"

Really enjoyed the book. Had a wealth of information relevant to today's environment. Thank you!

Kotler does a nice job providing a cogent overview of the field of marketing. Right level of detail for an 'intro' book. Well written and organized.

Great book. Resource

This was the textbook for a marketing class I took in Spring 2015. With the cost of textbooks these days, 5 stars to the professor for not using a $250 textbook! The book itself is a very quick and easy read, though quite outdated. Not a lot on 21st century social media, email, or internet marketing, but overall the fundamental 20th century concepts are timeless and priceless... especially for only $10! Not a book for advanced marketing students or professionals, but if you want a crash course on the basics, this will do it.

Great book with a lot of good information...love it.

very applicable to the present market situation.simple but very helpful material. very interesting book to read, easy to understand. Highly recommended.