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That would also be my criticism of Kotler and Keller. It's good to learn about the marketing lingo, but it doesn't teach you how to do something concrete at a p
by davidivadavid 8y ago
That would also be my criticism of Kotler and Keller. It's good to learn about the marketing lingo, but it doesn't teach you how to do something concrete at a professional level (create a marketing strategy, write persuasive copy, etc.).
- libertine 8y agoWell it gives you the tools and frameworks to build your own strategy, that's why it's so great. If you went to university to study marketing, like some of us did, strategy would be put to practice in classes dedicated to it, and all at to be supported - either by theory (like Kotler's) or by research. Copyrighting is one tool of one of the marketing mix "P"'s - Promotion. If you want to learn about copyrighting read Ogilvy - he was very good with communication and copy.