I have been fascinated by Philip Kotler's Marketing Management since I was introduced to his book when I first worked in marketing. I have often referred to his book during my marketing career and it has been very helpful on many occasions.
My blog is going to explore his book, chapter by chapter, and see how the concepts & ideas can be used in today's business environment.
The edition I will be referring to is the Sixth Edition - published in 1988.
The first chapter looks at "understanding the critical role of marketing in organizations and society"
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