Kotler, Ries, Trout, Aaker and other bullshitters - Part 1.
By Mahesh Murthy·Founder, Pinstorm
The short answer
We were brought up to believe in the Emperors of Marketing, only to realize over time that they often weren't wearing any clothes. Let's start with a homage to Philip Kotler, if only to point out all the places his work doesn't apply today.