Principles of Marketing, 10th Edition

Rating:
Summary: Covers a lot of ground
Review: A timely update of Kotler's long running and successful book.

There is a lengthy discussion, over many chapters, of putting together a marketing strategy. Given space constraints, the issues are well treated. The treatment of pricing strategies may not be as indepth as one in a text on finance or accounting. But there is enough detail here to be understandable and useful if your background is marketing.

Unsurprisingly, he gives a good discussion of marketing on a global scale. Increasingly cheaper communications costs, especially of course email and browsers, makes a global campaign affordable, even for mid range companies.

With the huge US corporate scandals of 2002 and ongoing (Adelphia, Enron, WorldCom...), Kotler provides topical advice on social responsibility of a corporation, and of the importance of marketing ethics.