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Marketing Management (12th Edition) |
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| Marketing Management (12th Edition) (Marketing Management) | 
 enlarge | Authors: Philip Kotler, Kevin Lane Keller
Publisher: Prentice Hall
Category: Book
List Price: $166.67
Buy New: $64.99
You Save: $101.68 (61%)
New (92) Used (139) from $43.00
Avg. Customer Rating:  18 reviews
Sales Rank: 336
Media: Hardcover
Edition: 12
Number Of Items: 1
Pages: 816
Shipping Weight (lbs): 4.2
Dimensions (in): 11 x 8.7 x 1.4
ISBN: 0131457578
Dewey Decimal Number: 658.8
EAN: 9780131457577
ASIN: 0131457578
Publication Date: January 1, 2006
Availability: Usually ships in 1-2 business days
Condition: 100% NEW, US STUDENT'S EDITION, SAME AS AMAZON'S DESCRIPTION, FAST SHIPPING!!
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Book Description
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.
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| Customer Reviews: Read 13 more reviews...
 Outstanding Course Material August 10, 2007
Marketing
Management 12e is an excellent tool for the MBA student. It is concise
and very informative, one I will keep in my library as a reference item
from now on.
 Marketing Management - NO CD July 9, 2007
0 out of 1 found this review helpful
I
gave this product a one-star rating because it did not include the
necessary softward CD, and there was no indication of this fact. I
returned the product without an issue, but it would have been nice for
the description to indicate that the Marketing Pro 6.0 software was not
included, as it would have saved me a lot of trouble.
Good Book to Learn Fundamentals on Marketing June 12, 2007
Softcover
book has cheaper pages which make the print sometimes harder to read.
Otherwise book is good and it covers a good amount on Basic Marketing
Concepts.
The Marketing Bible, But Ethically Challenged June 8, 2007
3 out of 3 found this review helpful
When
I did my undergraduate studies in the 1980's I remember my professor
explaining that Kotler had been, at that point, "the" marketing text
book for 20 years. I'm not sure, but Kotler may have invented the word
"marketing." Decades later it remains the definitive book on marketing
studies.
This version of the book is comprehensive, densely
written while still being easy to read, logically structured, up to
date with regard to case studies and technology, etc. I highly
recommend this book as a marketing text and have tried, unsuccessfully
so far, to get a few of my marketing friends who have not had the
pleasure of reading this book, to put it in their bathroom or something
and read a section here and a section there.
I have two knocks
against this book. First, I find it to be a little lacking on the
ethics side. There are many valid marketing techniques described which
can be used, but which can also be abused. While the book does not
ignore ethics altogether, I would have been more comfortable if along
the way it highlighted that some of the practices described are not
only "good ways to increase profit margins" but "are morally bankrupt"
as well.
The second knock is that the authors have seemingly
gone crazy and included dozens upon dozens of cutesy words various
academicians, desperate for a lasting claim to fame, have invented out
of whole cloth to describe things that didn't really need their own
unique words. Some of my favorites:
Insourcing
Reintermediation
Unfocus Groups
Glocalization
Co-optation
Neither
of these complains should detract anyone from buying this book because
it is, in the end, the great marketing text of our era.
Excellent book May 13, 2007
Excellent
and very complete coverage of the marketing discipline for marketing
students. Highly recommended for anyone taking up or keeping up with
the new developments in marketing today.
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