BSS: FAQs on Marketing. Answers and advice by the guru of marketing

FAQs on Marketing distills the essence of Philip Kotler’s decades of experience into an eminently readable question-and-answer format. The author draws on the thousands of questions he has been asked over the years, such as: • What are the biggest challenges marketers face today?
• What skills do marketing managers need to be successful?
• What metrics can companies use to judge marketing performance?
• How are globalization and new technology affecting the role of marketing?
• What will the marketing department of the future look like?
This landmark bestseller takes the reader inside the mind of a marketing genius. The penetrating insights and practical-minded guidance that it provides will be valued by marketing professionals, academics and general readers alike.