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Kotler on Marketing by Philip Kotler. New York: The Free Press, 1999. Pp.xiv + 255, US$27.50. ISBN 0-684-85033-8.
Kotler on Marketing, subtitled `How to Create, Win, and Dominate Markets,' is Philip Kotler's latest book. It was written with managers, not marketing students, in mind. In spite of this, or perhaps because of it, this book would serve as an excellent text for graduate level marketing courses and would be particularly relevant in Executive MBA programs.
Kotler on Marketing delivers all that one would expect from one of marketing's most renowned authorities. Virtually all topics common to marketing management texts are discussed, with only cursory attention paid to providing definitions for the reader. All the `hot' topics are included (e.g. globalisation, technology, mass customisation), and it is very well organised.
For instructors considering using Kotler on Marketing in a graduate marketing course, I urge you to include the Preface as required reading for all students. It provides an excellent overview of the evolution of the marketing discipline. At only three and a half pages, the...