Most people think marketing is the evil force behind their spending hands or the science behind making people spend their money on them. To break with this marketing notion is to truly bring it’s colours to the surface as a science of matching need and offer.
But Kotler only does this as a way to transcend that expectation. Kotler concepts formal marketing as a tool for achieving a new marketing paradigm - more responsible and competent, more compassive and less invasive. A match of more subtle needs and richer and more responsible offers. A must read for marketing professionals, managers and enthusiasts. If the zombie apocalypse ever comes to pass, my weapon of choice would be Kotler & Ketler’s Marketing Management book. It’s a humongous heavy paperback that makes for an excellent blunt weapon.
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