'Kotler' is the answer to your questions

Radio Shack's slogan, "You've got questions, we've got answers" comes to mind with this book.

Radio Shack's slogan, "You've got questions, we've got answers" comes to mind with this book.

If you have a marketing question, Kotler answers it. Are his answers good? Mostly yes.

Some may not agree with his ideas, but his "everything you always wanted to know but never asked" approach shows straightforward, no-nonsense marketing wisdom, appropriate for someone of his experience.

Neatly organized, the book covers everything from core concepts to web and political niches. While comprehensive, this book can't cover all the details of such a broad field. His media predictions, for example, catch TiVo's growth potential, but miss satellite radio's impact. He sees PR as "underdone" (where ads have taken too much media spending) and one of several important "additional skills" for marketing departments in today's world.

Maybe marketers won't learn much about PR from this book, but PR pros can get succinct insight on everything marketing.

Title According to Kotler

Author Philip Kotler

Publisher American Management Assoc. (May 2005), 168 p.

Reviewed by Joe Balintfy, communications director, North American Network, Washington

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