This book lays the foundation - and I've worked with FMCGs, tech, media, pharma and I've yet to find an industry where Kotler's principles do not apply. That's

This book lays the foundation - and I've worked with FMCGs, tech, media, pharma and I've yet to find an industry where Kotler's principles do not apply. That's why a good marketer should be able to work within any industry - it's pretty much: product, price, promotion and placement. This has been reinvented, rebranded, and expanded - but in reality this is the ultimate reduction you can get your marketing to.