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intereact!Gary Armstrong, Philip Kotler
Edition: 7th
Retail Price (not our price): $153.33
ISBN: 0131424106
ISBN-13: 9780131424104
Publication Date: 2004-02-28
Format: Paperback
Pages: 720
Editorial Reviews (supplied by Amazon.com):
1) Product Description
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.
Customer Reviews (supplied by Amazon.com):
Average Customer Rating: 3.0 out of 5
1) always as a reference and as a guide [Rating: 4 out of 5]
My Profile. 43 yo (and getting beter) beginer enterpreneurbeing in sales its easy to forget the big picture and jump to the marketing context frame, where sales is a thoughtout consecuencethis book is fundamental and complete for all this those issues you are faced to deal in your everyday life... I am focusing this review on those technical product and services taht do ot fit the mass marketing comcepts, still the fundamental are herepleanty of diagrams and case studies.2) Confusing [Rating: 1 out of 5]
I have been teaching second year university business students (4-year program) and for the past three semesters have been using this book (7the edition international). Hopefully, this will change soon. Although the examples are interesting and the illustrations are understandable, I found that it was very unhelpful of the text to keep writing things like "products and services" when I had just finsihed explaining that services are actually a type of product. Another similiar example was the use of "marketing and advertising". The lax use of terminology in a text which is supposed to be an introduction to the subject was surprising. After all, this is where they are supposed to learn the basics on which to build, and use of the correct terms is vital.3) Relatively good textbook [Rating: 4 out of 5]
Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work. The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn't a bad thing, as it puts some of the principles into a realistic context.As for being boring- well, it's a text book!!! I'm sure there will be an 'Idiot's Guide to Marketing' out soon, which may satisfy the more facile of readers.4) You listed the wrong edition [Rating: 1 out of 5]
The edition you sent me was the 6th edition, not the 7th. I think you need to clarify in the future on the exact edition, even if the SKU number is the same.5) Marketing Book [Rating: 4 out of 5]
This was a very good deal on a book that is in good condition. It would have been nice to know that it was the International Version, but it is the same quality as the US version, so this was not a problem.