Luisterboek
The Ideas of Philip Kotler About Marketing
Philip Kotler´s own personal vision on marketing is not easy to pinpoint. In his books he has collected countless insights, models, theories and cases, most of which come from other researchers. Kotler´s particular strength is that he presents these many insights in an extremely structured and accessible manner, helping readers to put them to practical use. If anything, Kotler´s vision is characterized by a strong emphasis on reasoning from the perspective of customer needs. “Marketing is not the...