Kotler On Marketing:
How to Create, Win, and Dominate Markets

by Philip Kotler
published 1999 by The Free Press,
a division of Simon & Schuster, Inc.

ESC Software Marketing Book Club's May, 2009 selection.

Kotler knows marketing.

At the time this book was written, Kotler had sold more than three million copies of his textbooks.

He's done marketing consulting work for AT&T, General Electric, Ford, IBM, and other Fortune 100 companies.

Kotler's books contain comprehensive checklists of tasks that are useful to people in all businesses, including those of us in the software and shareware development industry. These checklists trigger ideas that might otherwise be missed - ideas for marketing to new audiences, and in innovative new ways.

Kotler believes that too many companies are concerned with selling product instead of meeting customers' needs. He has a lot of strategies for changing our focus, and making our marketing more effective.

There are two kinds of companies: the ones that change and the ones that disappear.