1/11/2000
Northwestern University's Philip Kotler has had, he says, "a thirty-eight year romance with marketing," during which he's become one of the world's most prominent and prolific authorities on the subject. In this, his latest book, he aims to "enrich the marketing mindset of managers who cope with marketing problems on a daily basis." In four sections - Strategic Marketing, Tactical Marketing, Administrative Marketing and Transformational Marketing - he addresses new challenges and opportunities posed by hypercompetition, globalization, and the Internet, as well as age-old conundrums that have confronted and continue to confront managers today. "When we think that we finally understand marketing," says Kotler, "it starts a new dance and we must follow it as best we can." This compendium, based on 20 years of worldwide lectures and seminars, hopes to help today's managers move with the changing times.