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intereact!Philip Kotler
Edition: 11
Retail Price (not our price): $140.40
ISBN: 0130336297
ISBN-13: 9780130336293
Publication Date: 2002-05
Format: Hardcover
Pages: 768
Editorial Reviews (supplied by Amazon.com):
1) Product Description
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
Customer Reviews (supplied by Amazon.com):
Average Customer Rating: 4.0 out of 5
1) Marketing Management text [Rating: 3 out of 5]
I was a little dispointed as the supplier did not publish the edition of the book - so I received the wrong edition. But it is a good text, however Marketing is an area that is updated very regularly with new information - so you need to get the most current edition.2) Marketing Reference [Rating: 5 out of 5]
This book is part of Executive MBA courses, I have to admit that, this book covers different areas and considered as one of the important Marketing references.3) Rip off, no new material since edition 2 [Rating: 1 out of 5]
Kotler tries to sell college students new books every year, hence the 12th edition he is now marketing. There is no new information, and the information contained is no different from any $12 marketing book. Students, buy an old edition and save, teachers stop using books like this, more and better information is available for free over the net anyway. Just because they are expensive and shiny doesn't mean they are worthwhile. BTW this is also available in an international edition with the exact same content for 1/4 of the cost.4) Marketing Bible [Rating: 5 out of 5]
This book by Marketing Guru Philip Kotler is a Bible you must read before starting your career in Marketing. 'Marketing Management' mainly focuses on strategic decisions of a marketer, such as positioning, segmentation, startegies at different stages of product life cycle, brand building strategies, etc. It is better to finish 'Principles of Marketing' first to understand the strategies in marketing management. A joy to read, with great case studies and online companion site.5) A Marketing textbook for students, not managers [Rating: 4 out of 5]
No doubt this book is a classic in Marketing - most any MBA program in the world has this book as required, if not optional, reading. If you're taking an academic Marketing class, you'll probably be required to buy this, and rightfully so. If you need a desk reference on Marketing, again this will be a good read.That said, it is a very long and detailed read that covers Marketing definitions, Marketing gurus, Marketing tactics, Marketing strategy... The whole 9 (or 10?) yards. In being everything to everyone, the book loses some of it's strength. If your interests are less broad and academic, the book is too broad. Interesting in improving your advertising? There's more precise books out there. Interested in applied Marketing Strategy? Again, there's more focused books available than even just reading Kotler's sections.