FAQs on Marketing

Answered by the guru of marketing
Philip Kotler

Concise and to the point, based on unrivalled experience, an essential source of wisdom for every practitioner of business and marketing.

If you had the chance to meet the world’s leading marketing guru and ask him one question, what would it be?

Now you don’t have to decide.

FAQs on Marketing distils the essence of Philip Kotler’s decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years by clients, students, business people and journalists to explore the most pressing issues in marketing, such as:

• What are the biggest challenges marketers face today?
• What skills do marketing managers need to be successful?
• What metrics can companies use to judge marketing performance?
• How are globalization and new technology affecting the role of marketing?
• What will the marketing department of the future look like?

This landmark book takes the reader inside the mind of a marketing genius. The deep wisdom, penetrating insights and practical-minded guidance that it provides will be valued by marketing professionals, academics and general readers alike.

The genius of marketing
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”
Philip Kotler

Praise for this book
“Nobody covers marketing like Kotler. The range and depth of his knowledge is enormous. Everyone, even a marketing expert, can benefit from reading his comprehensive new book.”
Al Ries, co-author, The Origin of Brands

“Kotler proves, once again, his own renovation of thought keeps him current and required reading for today’s executive.”
Sergio Zyman, chairman and founder, The Zyman Group

Praise for the author
“If you want to learn marketing, you have to come to Kotler. He is both a pioneer of modern marketing and the leading popularizer of the field.”
Publishers Weekly

“He may have led the marketing debate for over thirty years yet there is no sign of Kotler resting on his laurels. He keeps up to speed with current marketing trends and recently conducted research i9nto the new economy and the effect of the Internet on marketing.”
from www.thinkers50.co.uk, a website of the world’s top 50 business thinkers

PHILIP KOTLER is one of the world’s foremost experts on strategic marketing, and was voted the first Leader in Marketing Thought by the American Marketing Association. He is currently the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management of Nothwestern University in Chicago. His many influential books have sold more than three million copies in 20 languages, and include Marketing Management (now in its twelfth edition) and Kotler on Marketing. He lives in Evanston, Illinois.

1-904879-26-8
£9.99 HB
Rights: English language
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