For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

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This world-wide 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 marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. 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.

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Customer Reviews

23 Reviews

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Average Customer Review

4.6 out of 5 stars (23 customer reviews)

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5.0 out of 5 stars Excellent detailed introduction to marketing, Oct 18 2000

Paul Bobbitt "Pobbit" (Toronto, Ontario Canada) - See all my reviews

This review is from: Marketing Management: Millennium Edition (Hardcover)

Kotler is recognized as one of the masters of marketing. This book continues his excellence in the field. His focus on marketing from a strategic management perspective would be sufficient to make this book worth the price. However, he also includes significant sections on internet marketing, which add a tremendous amount of value for the modern manager or business student. This is the core text for marketing in the Athabasca University distance MBA program. Highly recommended.

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5.0 out of 5 stars wide view of marketing managment aspects, Aug 19 2002

By A Customer

This review is from: Marketing Management: Millennium Edition (Hardcover)

I finished business studies and i read this book to expand my knowleges on marketing. It covers all the subjects in marketing in assosasion with managment. I found it very usefull for someone who want to be aware about marketing and to gain the ability to communicate and understand the marketing department role and goals in business

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5.0 out of 5 stars This is the best book of marketing overall, Aug 8 2002

By A Customer

This review is from: Marketing Management: Millennium Edition (Hardcover)

If you're a student, or even an interested in the marketing area, I think you should buy this book before any other.
Kotler does a very good job explaining about the most common marketing topics.
Although the book doesn't go too deep at any topic(since it covers a lot of stuff), it explains enough to give you a good basic knowledge of the subject.
If you want to read a marketing book, entirely, with attention, this is the best option that you have. You might end up with more knowledge about marketing that many graduated people.
Intead, if you want a refernce book, this is a good option too. It's organized enough to help you find the subject you need and help you learn a decent amount of stuff about it.

On a final notice, if you want to learn marketing overall, but think that will be too tough to read a +700 pages book, you might look for "Kotler on Marketing", which contains less stuff, but still covres most of the subjects of thsi one in an arguably more practical way. A very good book too.

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Most recent customer reviews

5.0 out of 5 stars Excellent service
I got my book within 2 days and book was in excellent condition.

Published on Jun 27 2002 by Nital Patel

1.0 out of 5 stars UOPHX NEEDS NEW TEXT FOR THIS CLASS
This is the worst text book I have ever had to use. Nary a single useful practical exercise in this book. Just a compilation of the author's professional exploits. Read more

Published on Jun 2 2002 by Stegman