Kotler On Marketing: How To Create, Win, and Dominate Markets (English Edition)

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		Kotler On Marketing: How To Create, Win, and Dominate Markets (English Edition)
		Kotler On Marketing: How To Create, Win, and Dominate Markets (English Edition)

Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.
Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal.
If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's bestknown marketer and improve your marketing performance tomorrow.

网友对Kotler On Marketing: How To Create, Win, and Dominate Markets (English Edition)的评论

经典书籍，值得购买！

As some other readers mentioned before, this book is strangely distanced (or ignorant?) of the markets springing from technological and communication development of the last twenty years or so. Funny thing is, the Kindle edition of his book maintains this technological ignorance. For your 'entertainment' Kindle version does not contain table of contents or pagination. And it is a big book, mind you! Then, most of the 'exhibits', (sample texts from referenced sources used to describe what the book is trying to convey) are pasted in, in a random fashion into the main text. There is no way to jump between these, either. A book prepared as (un)prepared as this one could hardly 'create, win and dominate' any market, but you know, Mr. Kotler is a 'brand'. With all the goodies and baddies you could connect to that abstract term.

This book epitomizes an economic outlook fit for this age of unabated capitalism. Oh, it is concise and well written. So well in fact, that as a consumer, it even hurts to read and learn. Probably hugely inspiring to marketing younglings, but... somehow ethically and morally shallow. Then again, it is not a book on ethics or moral. It's on marketing! ;)

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

Managing changing needs and desires! Kotler summarizes this field which is wide and becoming wider. In cogent, succint style, this book takes the marketing executive, student or executive who has to deal with marketers through where the field has been, where it is today and where it is heading.'
This is well done. Examples from real world are included (not much hypothetical, classroom or research stuff included) with great questions to ask yourself at the end of each chapter to probe deeper into the topic. Additional references are provided for those who wish to utitlize the concept further.
I find Kotler very easy to read and follow. The approach here presented is right on! There is a warehouse of great lines that can propel one's marketing, e.g. "If companies focus only on their costs, they will never grow to greatness. Without a top line, there will be no bottom line." or "The way to beat your competitors is to attack yourself first." "Finally, customers don't want promotion; they want two-way communication."
This is a gem of a book to mine for info or to put into practice. Likely those not familiar at all with the field will gain much from reading, while those engaged will find this work extremely practical, productive, clarifying and motivating. Not only does he point out trends and weaknesses and opportunities, but in most cases, provides real practitioners and examples, plus optional opportunities.

Kotler's book is great for the non-marketing person. He very well presents the current thinking on marketing topics. Read the book and you can use all the buzzwords correctly with your marketing friends if you're not a marketer. But if you're in the marketing field in any way and don't already know most of the stuff in this book, you're in trouble. You've got some serious catching up to do. Consider Kotler's book as marketing's current aerial tour, but then go buy the books referenced and really learn what you need to know.

It was great and delivered on time. The book maintains the mentioned standards.

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