- Hardcover: 784 pages
- Publisher: Prentice Hall; 10 edition (19 July 1999)
- Language English
- ISBN-10: 0130122173
- ISBN-13: 978-0130122179
- Product Dimensions: 24.9 x 20.8 x 3.8 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 976,713 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
About the Author
Philip Kotler Northwestern University
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Customer Reviews
Most Helpful Customer Reviews
9 of 10 people found the following review helpful
Format:Hardcover
Comprehensive is the least you can say. This books covers Marketing in every aspects. Well up-to-date as well with recent examples. Even sometimes entertaining. Worth buying. The only danger is you might get lost in the details and forget what is important and what is not. But the summary at the end of each chapter helps.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
24 reviews
29 of 30 people found the following review helpful
Highly distilled marketing text
21 Sep 1999
Format:Hardcover
Updated and current, with several hundred mini-case studies, this is the definitive marketing text. Not for casual reading as it challenges you to apply key skills in analyzing "real" marketing examples. Fortunately, learning aids are available online and referenced in the book. I would recommend this edition to anyone in marketing or sales intent on success.
48 of 53 people found the following review helpful
The marketing standard bearer
15 May 2000
Format:Hardcover
Phillip Kotler is an internationally recognized name in marketing, and this introductory text (undergraduate or MBA-level) is a comprehensive resource on the subject. It provides a framework for analyzing marketing opportunities and making strategic decisions with respect to the marketing mix to maximize customer value. This latest edition was written with the Internet in mind and how it has changed marketing strategy. The only problem with the book may be its comprehensiveness because it tries to cover every conceivable topic. That makes it a handy reference, but you may need to consult other resources on both marketing and strategy to get a deeper understanding.
24 of 26 people found the following review helpful
Go Back to Basics (drop the millennium hype)
3 Oct 2000
Format:Hardcover
Taking my first marketing course in an MBA program, and I am finding this book to contain a wealth of information, almost too much (like sipping from a fire hydrant). However, I agree with other reviewers that a quick read gives a good overview of basics, and the rest will be useful as future reference.
The main fault I have with this book is the silly millenium trivia they stick in the margins of every page. These appear to be margin notes which constantly pull your eyes away from the text you are reading only to find out some obscure little thought about what the millennium may bring (having nothing to do with marketing). I am sorely tempted to go through the entire book with a black magic marker to obliterate the 'junk'. Perhaps if this filler had been left out, the font size could have been bumped up a point.
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