Marketing management
by Philip Kotler · first published 1973
67% recommend22% neutral11% critical
Why HN recommends it
A systematic treatment of marketing as an analytical process, not just advertising. Readers find it both accessible and deep, and it suits anyone wanting a comprehensive reference, including makers and newcomers.
Summarised by Claude from recommending comments
Marketing Managementcollectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, you'll have the knowledge and tools to succeed in the new market environment around you.
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Kotler's "Marketing Management" remains the most definitive text on the practice of marketing. Many people - including some on HN - mistakenly equate marketing with only advertising or, more broadly, marketing communications. In truth…
on “Ask HN: What are the best textbooks in your field of expertise?” ↗…2. Very deep scientific introduction, with huge number of links to additional sources (humor, that Kotler is not marketologist, but book is most complete resource on marketing, I've seen in my life). Marketing Management, by Philip Kotler and Kevin Lane Keller. 3. Very interest new view on obvious things. The Innovator’s Dilemma: The Revolutionary Book that Will Change the Way You Do Business. 4. Have not read, but…
on “Ask HN: Any recomendations for books on client management?” ↗Book recommendation: Philip Kotler, Marketing Management. It's both easy and deep reading. Long but worth it. It changed marketing for me from smoke and mirrors to a systematic, fun, creative analytical process.
on “Ask HN: How to learn marketing and sales as a solo entrepreneur?” ↗You probably saw them: Marketing Management and Marketing Principles by Philip Kotler. They are a good starting point.
on “Business books are entertainment, not strategic tools” ↗Marketing Management by Philip Kotler is the reference. For the rest it depends on what you need since they are very focused on one domain but for instance for accounting/finance: Cost Accounting by Charles Horngren, or…
on “Business books are entertainment, not strategic tools” ↗He quotes Strategic Marketing Management, which is a great book if a bit academic. Another great quote I always remember from that book: "Marketing is not about selling a product, but about figuring out what product to sell"
on “I wasted $40k on a fantastic startup idea” ↗…of substitutes. Then for the 4Ps - Product, Price, Promotion, Place. To make something successful, at least one of these needs to be really compelling and none of them a blocker. The book's called Marketing Management and, I feel, well worth a flick through for any maker that wants revenue. Link: https://www.amazon.com/Marketing-Management-Global-Philip-Ko...
on “Here I am, 45 yo, launching another product, trying to make some money” ↗…Biology: Concepts & Connections [0] $275 Fundamentals of Financial Management [1] $201 Psychology, 11th Edition [2] $248 Management Information Systems: Managing the Digital Firm (14th Edition) [3] $254 Marketing Management (15th Edition) [4] [0] https://www.amazon.com/Campbell-Biology-Concepts-Connections... [1] https://www.amazon.com/Fundamentals-Financial-Management-Fin... [2] https://www.amazon.com/Psychology-11th-David-G-Myers/dp/1464...…
on “A Brief History of the College Textbook Pricing Racket” ↗I’m curious to know why you think it’s so good. I’ve studied marketing in the early 2000’s and Kotler’s Marketing Management was pretty much the only book we’ve read, but after college I didn’t feel I could apply much of its lessons to the companies I’ve built myself or the companies I’ve worked for. Most of Kotler’s material…
on “Ask HN: What are the best textbooks in your field of expertise?” ↗…disconnect from the IV drip of internet pseudoknowledge and learn stuff from books. I know, it’s weird—maybe even a bit hipster. But recently I read Wharton’s introductory marketing textbook, Strategic Marketing Management." I'm sending this in from the engineering cheerleading club: Never apologize or down play reading (a book) or writing. It's good! The other side doesn't get it? That's why you need a pulse so not to…
on “I wasted $40k on a fantastic startup idea (2020)” ↗