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Marketing Management: Analysis, Planning, Implementation, and Control [Hardcover]

Philip Kotler

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Book Description

June 1999 0139149465 978-0139149467 9
An analysis of trends and developments in global marketing management. The book includes a section on brand development as one of the keys to successful marketing. Emphasis is placed on managing business processes and core competencies, not just departmental functions. Also emphasized is the importance of teamwork between marketing and all the other functions of the business. Different perspectives are introduced in strategic market planning. The text provides company examples of creative, market-focused action.
--This text refers to an out of print or unavailable edition of this title.

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.5 out of 5 stars  23 reviews
12 of 12 people found the following review helpful
5.0 out of 5 stars THE ONLY GUIDE TO MARKETING YOU'LL EVER NEED Feb. 10 1999
By A Customer - Published on Amazon.com
When I decided to cross-register from classes at Harvard Law School to those at Harvard Business School, I asked a friend who was publisher of the Harvard Business Review what I should take. He advised me to take marketing, because the second year classes were the same as the first year ones. I soon found myself dealing with simple problems of how to market Heinz Ketchup. I did well in marketing at Harvard Business School, but most of what I learned about marketing I learned from reading this book. I now practice as a management consultant, and I constantly find clients who do not understand what marketing management should be all about. I constantly encourage them to read this book. In fact, in my stock-price improvement practice, much of what I did initially was to apply Kotler's principles to the idea of marketing a stock. The model worked, and I have found that part of Kotler's thinking also applies to solving nonmarketing problems. I have a hard time imagining a better book can come out to replace this one. There are individual works that are excellent in a narrow segment (such as POSITIONING and THE 22 IMMUTABLE LAWS OF BRANDING), but you need the big picture. MARKETING MANAGEMENT is a perfect book for that purpose, whether for student, intern, assistant brand manager, head of marketing, or CEO. If I may make one suggestion: Have those who have nothing to do with marketing read this book. That will give your organization a better way of sharing information and ideas for improving what you offer customers.
8 of 9 people found the following review helpful
5.0 out of 5 stars Excellent Book Nov. 6 1999
By A Customer - Published on Amazon.com
I have gone through this book during my MBA at Lahore, Pakistan. It is an excellent book on advanced Marketing. Those who have basic knowledge of Marketing and now seeking for advanced knowledge must read this book.
3 of 3 people found the following review helpful
4.0 out of 5 stars A good book on marketing if you are in US Feb. 19 1999
By A Customer - Published on Amazon.com
Marketing requires learning and practicing. It is not only a business, but also a social as well as cultural subject. A lot of cultural issues are involved in practising marketing. As a book, this gives you a firm foundation on concepts. It is wonderful - provided you are able to understand examples mentioned. For we in India, most of the examples are alien. Also recent developments in online marketing ( like that of Amazon) find no mention. Interestingly these type of internet based examples can be experienced globaly. It is a good book to build your marketing foundations. Asian, European students, however will have to learn a lot outside the book. I hope that future editions of this book take in to account the differences in social and cultural settings across the globe. This limitation reduces the value of this book to those students. That is why my rating is 4 star
2 of 2 people found the following review helpful
4.0 out of 5 stars It's a good marketing book,but overpriced at $82. July 18 1998
By A Customer - Published on Amazon.com
I have read this book, virtually from cover to cover since it was a text book at School (The Eli Broad Graduate School of Management at Michigan State University). The book is certainly above average, provides the concepts with insightful examples. Parts of it are boring and repetitive, but I guess it's OK so long as you don't read the whole book. I guess the repetition is probably because the author intended for some chapters to be read independently of others. So I should give him his due. But the book, priced at $82 is certainly overpriced because of its required/recommended nature in most business schools. Another example of market driven pricing. I was lucky though! I got the book for a real bargain price and I think it gave me value for the money I paid.
2 of 2 people found the following review helpful
1.0 out of 5 stars Don't get caught up in the hype June 23 1998
By A Customer - Published on Amazon.com
This is a great example of how educational publishers are overcharging because of a captive audiance. For the price of this book I can purchase 3 business marketing books that all cover the same topics AND get 3 different opinions.
Take some time to look at alternitives before spending this kind of money. Many great books are out there for a fraction of the cost.

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