• Title: Marketing Insights from A to Z: Concepts Every Manager Needs to Know
• Author: Philip Kotler
• Publisher: Wiley (2003)

“Marketing Principals” is without a doubt among the top books on Marketing professional’s list. It is the reference book from which a large part of current directors learned the art of market technique. Many years later, and with an extensive background –not only in theory, but also in practice-, Philip Kotler, the author of that work, once again demonstrates his permanent relevance with a work that condenses and updates the bulk of his teachings.

A review of concepts

"Marketing Insights from A to Z" does not try to be an academic book. On the contrary. Kotler approaches it as a quick-reference guide for the fundamental concepts of marketing practices. Advertising, brands, customer satisfaction, loyalization, segmentation, public relations, and sales force are some of the terms he addresses and applies his extensive knowledge to, providing examples to illustrate the best practices.

Kotler opts in this work to use a direct and entertaining style, far from other previous titles and closer to the sales successes which in recent years have introduced him to new generations of professionals in the sector. In this way, he delves into all of the aspects that affect marketing strategies, from advertising to customer management.

Many prestigious names have once again acclaimed Philip Kotler’s accuracy and sharpness. For Tom Peters, one of the top business management gurus in the world, this book “may be one of his best, he is as original now as when he first took pen in hand 40 years ago”. Sergio Zyman, a fashionable name in recent years within the world of brand management, asserts the importance of reading this book: “you will get the most complete picture of what marketing is about today”. That comment couldn’t be more accurate.