| Kotler has the reputation as the marketing king - but I dont see it. This book was full of high level garbage and lacked any actionable insight. If you're like me you are in the real world trying to take product to market, figure out how to position (or deposition the competition), how to price effectively, etc. This book does not help with reality. If you want catchy terms and 4 bullet points to impress your friends in meetings, then this is the book for you. For practical advise, seek another. |
| Well, As a practicing marketing manager, this book really gave the jolt needed to rediscover marketing. It has been over a decade since I had done my business school, and studied Marketing Management, and as many of my colleagues will agree after that the book has gone into the cellar or lost it with the changes in offices/ companies/ places. Anyway, this is a must read for all practicing managers, and also for all senior executives who interact with Marketing Department. For practicing marketing managers, this book is a good refresher, and to come out of our routine work schedule, and also to discover some of the concepts of marketing. As a good start the Marketing Audit as suggested in Chapter 10, would be good start, and then try to re-implement the rest of the book like marketing with clear planning in terms of strategic marketing, tactical marketing, administrative marketing and transformational marketing. For others, who interact with the marketing department, this is a good book for them to better understand - what is marketing?, and why marketing is different from selling. This will also clear some of the issues of the true nature of marketing etc., Overall, I would say that is a must book for all people who are customer facing. |
