Kotler on Marketing: How to Create, Win, and Dominate Markets
Prentice Hall & IBD
PREFACEFor several years, Robert Wallace, the distinguished senior editor of "The Free Press," urged me to write a marketing book for managers, one that would show the latest marketing thinking and not run 700 pages! He did not want me simply to condense my graduate student textbook, "Marketing Management, " but to write a completely new book. Bob had heard that I have been presenting one- and two-day marketing seminars around the world for twenty years and had even seen a copy of my seminar notebook. He said that the material in the notebook itself could constitute a new book.