Marketing Insights From A To Z

80 Concepts Every Manager Needs to Know.

Kotler has published several lengthy tomes on marketing, which have become classics in the field. Now he has written a concise, easily digestible book that will appeal across the spectrum of business readers. This book targets a general audience instead of an academic or professional one.

Unlike his other books, this one is full of reflections from the last 40 years, sharing his revelations and insights - as well as predictions of what's to come - in a candid style. Philip Kotler's voice will be ever-present in this book, and his insights on what has been transformed in marketing are must-haves.