April 20, 2003

Jack Covert Selects: Jack Covert Selects - Marketing Insights From A to Z

By: Dylan Schleicher @ 3:39 PM – Filed under: Management & Workplace Culture

Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know by Philip Kotler, John Wiley & Sons, 190 Pages, $24.95 Hardcover, April 2003, ISBN 0471268674
All right ladies and gentlemen, I have a book for you. (A little PT Barnum, going on here.) Seriously, Phil Kotler has been described as the Father of Modern Marketing; but in my small part of the publishing pond, he is a god. He ranks with Peter Drucker and Warren Bennis in stature.
The book is laid out with 80 concepts listed alphabetically. The concepts are truly ones that every manager needs to know, on subjects like Advertising Brands, Design, Differentiation, Direct Mail, Price, Product and Profits. You get the idea. Each one of the 80 concepts is covered in a page or two, and the pages are crammed with quotes and spot-on advice. He references books and articles by other authors that will help you drill down the concept he is covering. The book has many boxes spread throughout that simplify the concepts even more. The true beauty of the book is the fact that the author has laid the book out in 80 easily digestible chapters that you can pick up for a quick refresher, or to find out what Information and Analytics really means.
If Phil Kotler had a weakness in the past, it was that he is a distinguished college professor who wrote books for that audience. However, this is a book that anyone, even yours truly, can read and get tons of very valuable basic information from. A very knowledge-packed source, this is the book you keep on your desk for the quick summary before the next meeting on strategy.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.