Kotler on Marketing How to

Kotler on Marketing
How to create, win, and dominate markets
by Philip Kotler

I read this to help get my thinking together on Lance's and my book, tentatively titled Marketing eLearning. It's a good "marketing for dummies" tract.

Meeting customer expectations will only satisfy customers; exceeding their expectations will delight them.

"Neanderthal marketing" includes "equating selling with marketing, emphasizing customer acquisition rather than customer care, trying to make a profit on every transaction rather than trying to profit by managing customer lifetime value, pricing based on marketing up cost...."