FAQs on Marketing

If you had the chance to meet the world's leading marketing guru and ask him one question, what would it be?

Now you don't have to decide.

FAQs on Marketing distills the essence of Philip Kotler's decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years by clients, students, business people and journalists to explore the most pressing issues in marketing, such as:

• What are the biggest challenges marketers face today?
• What skills do marketing managers need to be successful?
• What metrics can companies use to judge marketing performance?
• How are globalization and new technology affecting the role of marketing?
• What will the marketing department of the future look like?

This landmark book takes the reader inside the mind of a marketing genius. The deep wisdom, penetrating insights and practical-minded guidance that it provides will be valued by marketing professionals, academics and general readers alike.

• Part 1: Markets and Marketing
  • Definition
  • Customer Power and Satisfaction
  • Trends in Marketing
  • New Ideas in Marketing
  • Major Challenges
    • Deficiencies of Marketing
    • Criticisms of Marketing
  • Skills
  • Careers
• Part 2: Marketing Strategy
  • Segmentation
  • Targeting
  • Positioning
  • Differentiation
  • Innovation
• Part 3: Marketing Tools (the 4Ps)
  • Product
    • Brands and Branding
    • Service
  • Price
  • Place (Distribution)
  • Promotion
    • Advertising
    • Public Relations
    • Sales Promotion
    • Sales Management and Selling
    • Sponsorships
    • Buzz Marketing
    • Media
• Part 4: Marketing Planning
  • Marketing Research
• Part 5: Marketing Organization
• Part 6: Marketing Control
• Part 7: Marketing Areas of Application
  • Consumer Packaged Goods
  • Retail Marketing
  • Small-Business Marketing
  • Direct Marketing
    • Loyalty Marketing
    • CRM and Database Marketing
  • Internet Marketing
  • Professional Service Marketing
  • Personal Marketing
  • International Marketing
  • Place Marketing
  • Recession Marketing
  • Political Marketing
  • Social Responsibility Marketing
• Part 8: Marketing Excellence

This must be the worst book Kotler has written! A lot of answers in interview form, that could have been interesting if they were during a discussion between marketing professors, where different views could have been put forward and debated, or followed up on. Now, it is only an aging old professor that makes all his presumptions and personal views official, as it that would constitute wisdom?

Read something else (even Kotler has better books), that makes you think and is logical.