Author: Philip Kotler

Publisher: AMACOM

ISBN 0-8144-7295-8

The following review was contributed by:  Roger E. Herman & click to view Roger E. Herman's Reviews 

Sit at the feet of the guru 

If you’re in marketing, you probably know the name “Philip Kotler.” He’s recognized as the world’s foremost authority on marketing. Lots of awards, recognition, books, etc. Well respected. If you’re not in marketing, he’s still the world’s foremost, etc, etc. And from his perspective, we are all in marketing. So, this book is for everyone in business…and then some.

You’ll find this little paperback disarmingly short…in appearance. First impression is that the book is too short to have much to offer. Surprise! There’s an amazing amount of knowledge and insight in these pages. The format makes the book easy to read—in one sitting or in chunks or even sporadically as a reference book.  

The format is somewhat unusual, which gives a sense of special-ness to the book. Think of a question you’d like to ask a man like this, if you could have him all to yourself for a few minutes. OK, good. Now, ask another one. And another one. That’s what your experience will be with this book. Question after question—that people have asked the guru over the years, followed by his short answer. Not long treatises, just short answers like you might get in an elevator encounter.

The questions are organized into major categories and subcategories. The major sections are Markets and Marketing, Marketing Strategy, Marketing Tools, Market Planning, Marketing Organization, Marketing Areas of Application, and Marketing Excellence. The table of contents consists of the questions and the page numbers. Just let your finger move down the page and you’ll find questions that draw you in because you’re curious about his answer.  

Bonus: this book has a comprehensive index that makes it easy to find the answers—and the questions—you’re looking for. Hence the value as a reference book.

Drawbacks include the plight that the answers will often be shorter and shallower than readers will want. So, read his other books for the depth. There is some redundancy, as might be expected as the topics intertwine. All in all, this is a valuable book, perhaps worth multiples of the price to have a resource for quick, concise, sometimes provocative answers.