Product Description

This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this “workbook” include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.

Product Details

• Amazon Sales Rank: #639171 in Books
• Published on: 2004-01-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 648 pages

Review
"The ACTIVEBOOK is wonderful. I like how I don't have to carry it around. I think the Active Concept Checks are the best, and I like how there is a link for all of the vocabulary words." -- Melanie Newman, Northeastern University student "I think the best thing about ACTIVEBOOK by Kotler & Armstrong is it gives you more options to study with, instead of just reading through a book page after page." -- Rusty Gackle, Florida State University student

Customer Reviews

The only thing active is the buyer's credit card! Tell your University not to use this book!
There is NO review material in this book. All of the review material must be accessed online. An activation code that expires after a year must be used to access any of the online review material.

My new finance books (hardback) cost only $35 more for double the number of pages, smaller print (the print size in Kotler's book looks like a freshman trying to make the minimum page length), and hundreds of exercises.

Marketing 2.0 is not worth anything close to the price. The buyer essentially receives a $115 magazine with an offer to subscribe to the publishers site.

Overpriced for what you get
This book does have a lot of useful information contained within the pages but it is impossible to sit down and read it. The writing is very bland and I think it would be impossible to read it cover to cover. However I have skimmed through the entire book to get a better understanding of its contents and refer back to it from time to time during projects.

As for the online portal I agree with the other reviewer, it is not worth the price of the book. And I really didn't like that it expires after a year.

If you are even looking at this book, I assume it is required reading for a class. If that is the case, buy it used, even if you don't get the online access, it is not worth the extra money.