Well 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

Well 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.