About the book: 2010 / This book by the world-famous marketing specialist Philip Kotler has become a reference book for millions of managers and marketing specialists. It presents in a concise and understandable form 80 concepts of effective marketing that are most important for the success of companies in modern conditions. This book gives the best insight into both classic marketing tools that have stood the test of time, and new innovative developments that have only come into use in recent years. The book is a must-read for businessmen, marketing managers at all levels, as well as students.