- Hardcover: 848 pages
- Publisher: Longman Higher Education; 6th Revised edition edition (Mar 1988)
- Language English
- ISBN-10: 0135561507
- ISBN-13: 978-0135561508
- Product Dimensions: 24.1 x 19.6 x 4.3 cm
- Average Customer Review: 4.1 out of 5 stars See all reviews (13 customer reviews)
- Amazon Bestsellers Rank: 1,431,658 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
I have read this book from cover to cover & I find it useful in determining how to master marketing. This book is useful for any person student,graduate & even interested people in marketing.
1 of 1 people found the following review helpful
Format:Paperback
It would seem that most texts written 'post-Kotler' are merely re-writes of this original and seminal work.
Concise yet expansive, it approaches the subject in an honest and frank tone that belies normal market-speak.
It is the least datable of buzz-word based industry almanacs and as such is a highly valued reference book and desk top guide to strategic marketing management
1 of 1 people found the following review helpful
Format:Hardcover
I like books of Mr. Kotler so much and I would like to read his books as much as possible. Thank you very much !
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Most Recent Customer Reviews
Culture difference in Taiwan may devaluate this grate book.
I am a MBA student in Taiwan. Our teacher use this book in his 90 students' class. The midterm and final test are in English followed by the teachers' test samples. Read more
Published on 28 Jun 1999
Culture difference in Taiwan may devaluate this grate book.
I am a MBA student in Taiwan. Our teacher use this book in his 90 students' class. The midterm and final test are in English followed by the teachers' test samples. Read more
Published on 28 Jun 1999
Easy to be a "bestseller" when you have a captive audience.
Very basic. Very academic. As a grad student who also has a full time job in marketing, I haven't found much useful in this book. Overpriced and unrealistic.
Published on 5 Mar 1999
A good book on marketing if you are in US
Marketing requires learning and practicing. It is not only a business, but also a social as well as cultural subject. Read more
Published on 19 Feb 1999
most student friendly book available
it is a pleasure to read this book.it is a must for every management student like me.language is easy supported with good examples on every topic.
Published on 25 Jan 1999
It's a good marketing book,but overpriced at $82.
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). Read more
Published on 18 July 1998
Don't get caught up in the hype
This is a great example of how educational publishers are overcharging because of a captive audiance. Read more
Published on 23 Jun 1998
Clearly a compendium of "soup to nuts" marketing
To put it simply ... my HBS marketing professor refered me to this book as the reference book of choice.
Published on 17 Jun 1998
The Authentic Marketing Bible
I recommend it to my marketing students of the University of Buenos Aires,Argentina,and as a consultor also to my clients, because Philip Kotler, gives us evolutionary theorical... Read more
Published on 15 Jun 1998
I need this book to complete my Ist degree.
I need a good lecturer in order to fully understand the whole book. Any way this is the book that i really need. Everything is inside.
Published on 11 Nov 1997
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