Product Description

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Product Details

• Amazon Sales Rank: #4460 in Books
• Published on: 2008-03-06
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 816 pages

Customer Reviews

good but not great
This book tries to cram too much into each chapter, often breezing over incredibly deep topics in a way that is only confusing.

For instance, one chapter on data analysis mentions linear regression but doesn't speak at all to what it is. If I had not taking a Quant course recently I would have been completely lost.

This seems to happen the most frequently at the ends of chapters. It seems as if they cover all the main points and then Kotler et. al try to cram all their other little notes and tidbits into overly dense paragraphs just before concluding.

Also if you're a student who has to take the accompanying tests created by Prentiss Hall, expect the questions to come literally word for word from the test, rather than asking concept questions. I felt like I was back in gradeschool.

On the plus side, the book constantly gives breakout examples of the topic being discussed as applied in real life to actual businesses. Where many texts would continually reference the same handful of examples, the companies featured in this book vary widely in size, industry, and other features, giving a good, broad look at marketing as a whole, not just in the US but globally.

Excellent book, but can be found on Amazon for less than 1/2 price
This is an excellent book, and is widely used.

But what i don't get is why is the hardcover version so expensive? I compared the Hardcover version to the Paperback version (The paperback version is described as the Eastern Economy Edition) and the contents are the same and the quality is very similar. The thing is that you can buy the paperback version for less than $50 for a new copy, while the hardcover will set you back $100 or more. I definately don't see a reason why anyone would want to pay $50+ more for the hardcover version.

If you want to take a look at the paperback version, simply copy and paste B001Q2CP6S into the search box.

Happy bargain hunting :)

Good marketing resume, but not an state of the art book
This is probably the most well-known marketing book, written by one of the most famous marketing experts in the world. I've got the 11th edition, so I don't know the differences among superior upgradings.

OK
- global marketing book.
- full of examples.
- all the facts surrounding the marketing area: customer, products, channels, promotion, marketing plan,...

KO
- It is perfect if we are marketers in the 90s. But time has gone, and you need something more to act on the market to have a winning strategy.
- Few analysis. Few figures. All examples are text-written-examples.
- Don't take enough care about critical facts about marketing nowadays: customer analytics and strategy, customer plans, channel distribution (not the basics, which are well explained on the book).

You need this book in your desk if you are a marketer. But if you are and advanced one, you would have only readen something if you want to refresh your mind, but not to take new breaking ideas.