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Product Description
Product Description
Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.
For marketing professionals who place special emphasis to creativity and imagination in marketing management.
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Most helpful customer reviews
5.0 out of 5 stars
Simply the Best Marketing Book Ever,
This review is from: Marketing Management (Hardcover)
This amazing marketing management text book is up-to-date and a must have for everyone! Excellent current examples of companies, marketing plans and stories that is inspiring and current. This book doesn't leave my desk and will never have a place on my shelf because I use it so often! Many of my friends have tried to talk me into lending out this book however I have a standing response, "Get your own copy!"
0 of 1 people found the following review helpful:
5.0 out of 5 stars
Text for Marketing Management,
By
This review is from: Marketing Management (Hardcover)
The book I ordered was delivered on time and in GOOD condition. I am 100% satisfy
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.2 out of 5 stars (50 customer reviews) 23 of 24 people found the following review helpful:
4.0 out of 5 stars
good but not great,
By R. Chatham - Published on Amazon.com
This review is from: Marketing Management (Hardcover)
This book tries to cram too much into each chapter, often breezing over incredibly deep topics in a way that is only confusing.
For instance, one chapter on data analysis mentions linear regression but doesn't speak at all to what it is. If I had not taking a Quant course recently I would have been completely lost. This seems to happen the most frequently at the ends of chapters. It seems as if they cover all the main points and then Kotler et. al try to cram all their other little notes and tidbits into overly dense paragraphs just before concluding. Also if you're a student who has to take the accompanying tests created by Prentiss Hall, expect the questions to come literally word for word from the test, rather than asking concept questions. I felt like I was back in gradeschool. On the plus side, the book constantly gives breakout examples of the topic being discussed as applied in real life to actual businesses. Where many texts would continually reference the same handful of examples, the companies featured in this book vary widely in size, industry, and other features, giving a good, broad look at marketing as a whole, not just in the US but globally. 11 of 13 people found the following review helpful:
2.0 out of 5 stars
Wordy and full of shameless corporate plugs,
By David Pasley - Published on Amazon.com
This review is from: Marketing Management (Hardcover)
This was a required textbook for my graduate-level Marketing class. The book is way too wordy. It appears that each successive edition simply adds on more and more shameless corporate plugs that are not at all enlightening. You really feel like you are being constantly marketed to. There is good information, but you'll have to skim past a lot of fluff to get to it.
4 of 4 people found the following review helpful:
2.0 out of 5 stars
Poor Book,
By Dg - Published on Amazon.com
This review is from: Marketing Management (Hardcover)
Reading this book for an upper level undergraduate marketing class. This book is poorly written, it is hard to read and the concepts are a little disorganized. Furthermore, it is extremely boring, it is a pain to take good notes of this book while you read. The only good thing about the book are the companies used to give examples of the marketing techniques being discussed, the companies are varied and not only from the United States. But besides that, this book is terrible. It gives complex definition for terms that are simple and logical. Simple concepts are explained in a way that 'goes on forever' without actually making the point. The summaries at the end of the chapters are poor. And there are no exercises to test your knowledge. Avoid if possible.
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