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Kotler on Marketing
Rating: ******* (Good)
Review:
A very good and easily understood primer on what marketing is (or should be, depending on viewpoint). Kotler doesn't present any new stuff in this book, regardless of what the subtitle might imply. But he presents what marketing is as well as its scientific foundations and connects this with practical tips to make a very good case for his viewpoint on the subject.
Nothing to be overly exited about, but well worth reading, especially if you really want to understand what marketing is all about.