Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive a nd valuable advice on how to create, win a nd dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks a nd wo r ld renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightfo r ward style, Kotler covers every area of marketing fr om assessing what customers want a nd need in o r der to build bra nd equity, to creating loyal long-term customers. Fo r business executives everywh ere, KOTLER ON MARKETING will become the outsta nding wo r k in the field.

The secret of Kotler's success is in the readability, clarity, logic a nd precision of his prose, which derives fr om his vigo r ous scientific training in economics, mathematics a nd the behavioural sciences. Each point a nd chapter is plotted sequentially to build, block by block, on the strategic foundation a nd tactical superstructure of the book.