My college days were dominated by a blue book published by Prentice-Hall that sat on my bookshelf and looked down at me. Philip Kotler’s Principles of Marketing seemed to be omnipresent during my studies. I eventually donated it to a charity shop a couple of years ago when I had a big clear out.
Principles of Marketing made awfully dry reading. The Ehrensburg-Bass Institute research work showed that pretty much everything I was taught reading Philip Kotler was misguided hogwash.
Thankfully his public speaking is more engaging than his text books.