Instruct: Classify a given review into positive or negative sentiment.
Query: misapplied thinking

I am a fan of Philip Kotler but this book misses the mark. There are some factual mistakes and errors but this is not the biggest problem. The book comes across as a frankenstein of joined together marketing theories and application from many of Kotlers other works and there seems little new here. Additionally, many of the concepts discussed, such as the BCG matrix hardly seem applicable to most professionals, particularly those working on large multi million dollar tenders such as engineers and architects. Having taught marketing at post graduate level using Kotlers text books as the core text, this work becomes even more dissappointing as it seems that there is little evidence that the authors have a solid understanding of professional services marketing as it for the professionals who practice it.