Tuesday, October 14, 2014

A Framework for Marketing Management: Kotler & Keller. Needs examples.

Overall, I didn’t like this text. It is a couple of years old for the fifth edition, so it is a bit dated with regards to blogs and social media.

The problem isn’t really the content though. The “framework” part of the title is spot-on. The problem is that the framework  is all there is. It comes across as a firehose of jargon, and as someone who had never taken a marketing class, it was a little much. (As an aside, is it just me, or is a bunch of marketing just social science poorly understood and badly applied?) The big thing for me is that there were too few examples, so the terms and ideas just became an unceasing flow of one thing after another. No context for the terms made for harder understanding of the concepts.