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"You can't sell ice to the Eskimos," marketing guru Philip Kotler has said. His most recent work, Kotler on Marketing (Free Press) is on the best-seller list in Latin America. In the book, Kotler sums up the principles he has espoused in his previous twenty-something works on the subject. The author looks at all the aspects of marketing, stressing the needs and wishes of the consumer, the importance of brand names and the need to maintain long-term, loyal customers. Kotler puts special emphasis on "internal marketing."

Many companies offer worthy products, but fail to serve their customers because they don't know how to motivate and enable their own employees. Kotler, considered to be marketing's number-one intellect, is a guide no manager can do without.

In Business @ the Speed...

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