UK & European users

This handy little pocketbook collects together numerous bite-sized nuggets of marketing wisdom from the pen of Philip Kotler, one of the world's foremost experts on strategic marketing. Kotler is best-known for his benchmark tome Marketing Management, the standard textbook for the industry, now in its 12th edition. The idea behind this convenient ready reckoner is to offer answers to the questions Professor Kotler gets asked most often by marketers and students. The FAQs are divided into broad subject headings, which include definitions, marketing strategy, branding, planning and so on, and tackle a wide variety of different areas. These include thoughts on all the different traditional disciplines including advertising, sales promotion, CRM, retail and internet marketing; product strategies such as pricing, positioning, service and distribution; even the marketing of countries, politicians and even economic trends. Kotler's answers are designed to provide top-line guidance rather than a full exploration of the topic (for which, presumably, see Marketing Management), but this is a thought-provoking and instructive little starter pack for lower-level marketing personnel.

Added 9th February 2006