Academic journal article Journal of Applied Management and Entrepreneurship

According to Kotler

Academic journal article Journal of Applied Management and Entrepreneurship

According to Kotler

Article excerpt

According to Kotler: Philip Kotler AMACOM (2005) 168 pages, $17.95

Reviewed by: William C. Johnson

Nova Southeastern University

When Philip Kotler speaks (on marketing) people listen. Or at least they should! In one of Kotler's latest books, According to Kotler, the dean of modern marketing has once again provided an engaging treatise on how marketing should be practiced, how it is changing, and where it is going.

This is not your typical marketing book organized by major topics like targeting, segmentation, positioning, or branding. Rather, According to Kotler condenses years of marketing guru, Philip Kotler's wisdom and years of experience into a fast-moving question and answer format.

In typical Kotler fashion, this book leaves no stone unturned. Most of Kotler's earlier books are timely and extremely comprehensive in score, and this book is no exception. Kotler provides the reader with a heads-up on marketing, responding to various issues with reasoned clarity. A number of important themes covered in the book are worth noting including "new ideas in marketing", "deficiencies of marketing", "major challenges," and "trends in marketing.

For example, some of the key marketing trends which Kotler projects include:

* Customer co-creation (customers are participating in design of products/services.

* Design, speed, and customization are becoming more critical in influencing customer choice.

* Shift from owning assets to owning brands.

* A greater focus on share of customer vs. share of market.

* Power increasingly rests in the hands of the consumers. …

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