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Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ReviewPhilip Kotler is a strong personal brand in the marketing field. He has aggressively launched many marketing books in recent years in order to build on--- leverage on his personal brand equity as one of the "top-edge marketing gurus"in the world.
But gurus definitely need to have breakthrough ideas in their fields in order to back their gurus' status up.
There is nothing new and exciting from a book written by a marketing guru here who bragged himself as professional in the marketing field for forty years in the Preface of the book.
I do understand that this book targets at more junior or middle management levels managers either in the marketing field or the related or non-related fields. However, this book is too basic, assuming that the aforesaid managers are just so naive, ignorant or green about marketing. A lot of information in the book can be sourced from the internet Free of Charge easily!
What Philip Kotler wrote in this book is more like Cliff Notes, presenting an oversimplified view about marketing in a hypercompetitive marketing world these days.
In addition, most of the ideas in the book are not originated by Philip Kotler himself. He has read a lot of business or marketing bestsellers. No doubt about it! It seems like he has just completed a less than 200 pages book report, and has synthesized a lot of cute, but not necessarily practical marketing ideas in a well-packaged, best-seller format fashion.
As an educated guess, I assume this book was written by Philip Kotler within no more than 3 months. Besides, there are some errors in the book,including: P.192--"Good to Great" should be written by James C. Collins and Jerry I. Porras, not James Champy, etc.
As a marketing guru, Philip Kotler should be more keen on raising higher scholarly standard and launching more good quality marketing books, rather than keen on being" quick fix"--- launching a lot of new books, but sacrificing his brand reputation and solid academic background.
On the whole, this book is very textbook and good for university students like Freshman.... The marketing prescriptions are too predictable and filled with conventional wisdom, if not insights.
As a long-standing consumer of Kotler's books, this is a little piece of customer feedback for the marketing guru to reflect and improve on......
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