- Hardcover: 712 pages
- Publisher: Pearson US Imports & PHIPEs; 6th edition edition (12 Oct 1993)
- Language English
- ISBN-10: 013030560X
- ISBN-13: 978-0130305602
- Product Dimensions: 28.2 x 22.1 x 2.8 cm
- Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 2,220,604 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Widely hailed for its practical and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings--in product and service firms, consumer and business markets, profit and nonprofit organizations, and small and large businesses.
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
For a german student this book is easy to read and so the themes are easy to learn.
Format:Hardcover
I enjoy teaching from this text very much.The students have given a very positive feedback.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
12 reviews
13 of 13 people found the following review helpful
Complete, Credible, Readable Marketing Masterguide
12 May 2000
Format:Hardcover
Despite being nearly 1000 pages long, this is one book that I often travel with on business, due to the completeness and accessibility of the content.
This encyclopedic, incredible resource includes chapters and many case studies on:
* the marketing process: marketing in a changing world- satisfying human needs; marketing and society- social responsibility and ethics; strategic marketing planning.
* the marketing setting: the marketing environment; the global marketplace; market information and research.
* buyer behaviour- consumer markets; business markets; and buyer behaviour.
* core strategy- market segmentation and targeting; positioning; building customer satisfaction through quality, value and service; creating competitive advantage: competitor analysis; and marketing strategies.
* product- designing products- new product development and lifecycle strategies; designing products- products, brands, packaging and services; marketing services.
* price- pricing policies- considerations and approaches; pricing products- strategies.
*promotions- promoting products- communications & promotion strategy; promoting products- advertising, sales promotion and PR; promoting products- personal selling and sales management;
* place- placing products- distribution channels & logistics management; placing products- retailing and wholesaling,.
It's well written, well supported with references, attractively illustrated, and easy to read at chapter level down to sidebar level (I've never read from end to end in one sitting!). The only complaint, is that because of the broad and deep coverage beyond traditional marketing, newer breaking ideas are not covered.
Overall highly recommended, particularly with a slimmer latest "fad" business/ technology/ marketing book to confirm that you are not missing anything that may add value to your organisation or clients.
[Refers to European Edition ISBN 0131659030 by Kotler, Armstrong, Saunders, Wong 1996 ]
7 of 7 people found the following review helpful
A "Must"
12 Jun 1999
Format:Hardcover
A very detailed but not a confusing book. Suitable for a foreign student at a level of intermediate english. Especially the cases motivates you to the Marketing area.I offer you to study with the CD...
2 of 2 people found the following review helpful
Great Source in Marketing Science
3 Oct 2000
Format:Hardcover
This book is one of the best marketing books. The content of book is very comprehensive and embellished with cases that help you better understand the marketing theory. Especially, the most fascinating aspect of the book is its chapters about INFORMATION TECHNOLOGY and its impacts on the marketing concepts.
You can buy this book even for its excellent cases. I strongly recommend this book to all MBA students whose interested field is marketing.
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