Philip Kotler is called the "father of modern marketing". This book he authored is unique in that it is written in a professional yet accessible language, it presents a concise examination of 80 key concepts of marketing with deep introspection. Individual concepts are arranged in alphabetical order and claim to cover the entire range of modern marketing thinking and issues. Articles are self-contained units that also contain cross-references. The book is intended for both marketing professionals and non-specialists interested in the field.
