During my engineering, I had a startup that I was running with really successful people. They were technically well-versed and trusted me with marketing. Now, I used to read a bit but mostly made decisions based on my gut. It was tough to justify why I was doing what I was doing. I thought the reason is lack of background, and I had heard about this book called -the bible of marketing written by Philip Kotler & Keller. My college library had that book, and I decided to give it a shot.
Stint 1: During Engineering
I failed. For a book having 23 huge chapters, I could barely go beyond the second chapter. It was very dry for me, and the practical application was hard to find. I slept through it. When I returned the book after issuing and failing thrice, I borrowed it again from a friend, but the book remained in the corner of my house piling dust.
Stint 2: MBA
So, as soon as I entered the MBA, in term 1, we got handed over this book again. Now, for once who know a little bit about MBA life - it is very hectic, especially during the first two terms. We had Marketing Management during these two terms. During Term 1, the approach of the teacher was only through case studies, so I didn't touch the book, and during the 2nd term, I was busy with the placements.
Stint 3: Third Term of MBA
It almost felt like there is no going further. Neither was marketing amongst my subject in this term, nor I had the urge after failing so many times. However, I had time in this term and some storm in personal life that propelled me to work hard for the coveted internship I had secured. I started in January and finished the book yesterday. Well, here are a few tips for you to get some perspective.
Why read?
The book is called the bible for the right reasons. It sets your fundamentals for your marketing life, and you will have to go back to it at many points in life. Don't chase the feeling of reading it like a novel, chewing it superficially but aim to digest it and trust me; it will take some time.
How to read?
Our professor would say that Kotler is all connected, its just a chapter. You will find some pieces of the puzzle later and some early. I would advise you to skim through the last chapter to get some perspective after you finish the first chapter. If the first chapter is suitable for the micro-understanding of marketing, the final chapter offers insights on the macro-understanding. Rest, the book is sequential, and I would advise you should take it one chapter at a time.
Some Interesting Useful Tips:
1. Within two minutes of reading, you will yawn once. Don't stop. The only way to read it is to immerse yourself. You can't expect to understand it all when you are not reading anything so demanding daily.
2. The Brand Management and Equity portion starting from chapters on Segmentation till Pricing are gold and pretty much the spine of marketing. Read it carefully, and you will have a lot of fun.
3. The book is fun to read because it is relatable—full of examples. When something intrigues you beyond the book, go search about it. Try to find some Harvard Case on it, they are enjoyable to read and gives you an extra edge.
4. Keep a highlighter handy and mark everything you feel deserve special attention. Also, keep a pen to take side notes.
5. It might be subjective, but I didn't like the chapters on communication, they were pretty basic, especially after the fantastic work on brand equity. The reason could be that we are a little ahead in terms of communication from 2014-15, which was the last print I was reading (15th Edition).
6. Keep your mobile or laptop around to keep reading anything new you might find. I saw that the book generally raised my curiosity towards things I don't know.
7. Remember, this is not the last time you are reading this. You can be easy on yourself if you don't attend marketing classes.
8. Also, remember this is not the only book on marketing you will read. Kotler is just a starting point, however overwhelming - this is still the basic. Most of it is how traditionally things have happened, but only when you know where you came from, can you say where you wish to go!
Best of luck in your quest to learn marketing!
