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Marketing Management (13th Edition), by Phil Kotler, Kevin Keller
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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.
- Sales Rank: #401556 in Books
- Brand: Brand: Prentice Hall
- Published on: 2008-02-25
- Original language: English
- Number of items: 1
- Dimensions: 10.79" h x 1.26" w x 8.58" l, 4.14 pounds
- Binding: Hardcover
- 816 pages
- Used Book in Good Condition
Most helpful customer reviews
0 of 0 people found the following review helpful.
Must have!
By Bernardo Salinas
Must have book if you are in Marketing. This book talks about almost everything in the Marketing business with extended examples and interesting stories.
0 of 0 people found the following review helpful.
Five Stars
By Slickster
Great
26 of 27 people found the following review helpful.
good but not great
By Rick Chatham
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.
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