According to Kotler offers his insightful, thought-provoking answers to questions such as:
* What effects are dynamics like globalization, hyper-competition, and the Internet having on marketing?
* What skills do marketing managers need to be successful?
* What marketing strategies make sense during a recession?
* What are holistic marketing and reverse marketing?
* How can a local brand be turned into a global brand?
* What signs might indicate a need for a change in strategy?
* What does the marketing department of the future look like?
Kotler expounds on these and many other questions in this fascinating, landmark book no marketing professional should be without....Continua