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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 art of finding clever ways to dispose of what you make. Marketing, says Kotler, is the art of creating genuine customer value.”

Kotler teaches us that important marketing choices - such as: who is our target group and which distribution method should we use - cannot be made on the basis of a gut feeling, but should be grounded in thorough research and solid analysis. In interviews he often stresses this analytical, scientific approach. One of his complaints is that most marketing professionals are not nearly as good as they should be at numbers and finances.

Philip Kotler´s outstanding achievement is that he has made marketing into a serious field of study, a real discipline with a solid theoretical base and plenty of scope for research, measurability and controllability.

MBA in One Day - Management Classics is a series of 10 audio programs from author Ben Tiggelaar about the insights and advice from the most important management gurus. Presenter Bill Hoopes discusses the ideas of: Stephen Covey, Peter Drucker, Eli Goldratt, Michael Hammer, Kaplan & Norton, Philip Kotler, Henry Mintzberg, Tom Peters, Michael Porter, and Robert Quinn.

Contents
1 Welcome
2 Who is Philip Kotler
3 The Vision of Philip Kotler
4 Marketing - Focusing on the Customer
5 Product
6 Price
7 Place
8 Promotion
9 Special Forms of Marketing According
to Kotler 10 Praise and Criticism
11 The Practical Value of Kotler's Ideas