A title like According to Kotler presumes that the author enjoys undisputed authority in the field, and this is largely true. The "shorter title" he preferred, he quips, would have been Everything You Always Wanted to Know About Marketing but Were Afraid to Ask. That idea succinctly identifies the origin, content, and format of this book.
Over the years, Kotler says, he has received thousands of questions from clients, students, business audiences, and journalists. From among this vast number he selected the 197 that have come up repeatedly and arranged them by subject. The book covers everything from general ideas about markets and marketing to marketing strategies and tools, marketing planning, organization, and control, marketing areas of applications, and achieving marketing excellence. The answers are usually brief, covering only half a page.
It is this format that makes the book unique. While the variety may satisfy a reader's curiosity, it also limits the depth of exploration. A question as basic as "What is marketing?" is answered insightfully, but a more nuanced one such as "Is marketing more an art or a craft?" may demand more substance than is offered here.
According to Kotler opens with a list of all the questions and ends with a comprehensive index, enabling it to be used conveniently as a reference book. But its clear, logical sequencing also makes for interesting, continuous reading.—Poping Lin