Framework for Marketing Management, Paperback Book, By: Kotler Keller

The problem isn’t really the content though. The “framework” part of the title is spot-on. The problem is that the framework is all there is. It comes across as a firehose of jargon, and as someone who had never taken a marketing class, it was a little much. (As an aside, is it just me, or is a bunch of marketing just social science poorly understood and badly applied?) The big thing for me is that there were too few examples, so the terms and ideas just became an unceasing flow of one thing after another. No context for the terms made for harder understanding of the concepts.