I have had the great honor to review Philip Kotler's and Kevin Lane Keller's all time best-seller "Marketing Management" book. This is one the bibles that marketing people need to keep open on their desk. This twelfth edition released 38 years after the first one is full of marketing wisdom and war stories that I'm sure will benefit to anyone who evolves in the marketing field or who closely works with marketing people.

My 10-horseshoes review follows (also available at Javaranch.com):

Coming up with novel and innovative ideas is one thing. Figuring out how to sell them and most importantly to whom is another completely different matter. These colossal tasks are usually tackled by marketing intelligence which has gradually become one of the most vital ingredient for business success and whose effects profoundly influence our day-to-day activities. In order to succeed, it is vital to recognize that marketing is a subtle mix of both art and science where the creative side of marketing actors must always be in constant tension with their formal side.