Product Description

In this thoroughly revised and updated resource, the authors make complex marketing concepts easy to grasp and ready to put into action. Beginning with an in-depth look at the role of marketing in any profession, they go on to cover the marketing process--from market analysis and service positioning to creating a promotion mix and implementing the marketing program--with targeted advice for business, legal, design, and medical professions.

Product Details

• Amazon Sales Rank: #214202 in Books
• Published on: 2000-09-01
• Released on: 2002-03-26
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 432 pages

About the Author
Philip Kotler, Ph.D. is the S.C. Johnson & Son distinguished professor of international marketing at the Kellogg Graduate School of Management at Northwestern. He is the author of multiple titles including Marketing Management, 5E, and Principles of Marketing, 8E and the most recent trade title Kotler on Marketing. Paul Bloom, Ph.D. is a Professor of Marketing at the University of North Carolina at Chapel Hill. He also consults and is active in the American Marketing Association. Thomas Hayes, Ph.D. is a Professor of Marketing at Xavier University, Cincinnati, Ohio.

Customer Reviews

the best for professionalists
The best workbook for managers who want to develop the skills and knowledge in integrated communication.

Another Kotler Classic

This is an excellent book by erudite professors that is well written and an easy read. This is a valuable book in the area of selling services, an area that is more challenging than selling physical products.

The skill of selling professional services is critical and is the one most often in need of improvement for professionals such as engineers, architects, lawyers, marketing, IT and management consultants, accountants, doctors, among others. The authors stress the critical importance of focusing on customer needs, as the one key, which by itself will improve one's success in selling one's work. If one will always focus on client/customer benefits, rather than product/process features, one will improve one's success immediately. Features are components of a service which may include one's experience and expertise.

People do not buy features but benefits, hence the need to focus on turning the important features of professional offerings into true benefits. To assume that one's client/customer will figure out the benefit is to lower the chance of selling one's potential product or idea.

The book does a good job of providing practical advice on a wide range of critical subjects pertaining to this subject such as the 7Ps of marketing, the differences between products and services, the description of the distinctive challenges of marketing professional services, tactical ways to establish the services we should provide, pricing of services, among others.

Case studies and examples enable the reader to reinforce what they will have learnt. As a management consultant, this book is a valuable addition to my library that I refer and consult regularly.

A solid B+
Kotler, for my money, is the ultimate marketing authority. While I agree with much of the book, there are just a few things that I found missing in the approach. As a marketing consultant for independent professionals, I prefer the people I coach to read David Maister, Alan Weiss and Robert Bly.