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Framework for Marketing Management (5th Edition) Paperback – March 3, 2011

ISBN-13: 978-0132539302 ISBN-10: 0132539306 Edition: 5th

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Product Details

  • Paperback: 360 pages
  • Publisher: Prentice Hall; 5 edition (March 3, 2011)
  • Language: English
  • ISBN-10: 0132539306
  • ISBN-13: 978-0132539302
  • Product Dimensions: 7.3 x 0.9 x 9 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 3.3 out of 5 stars  See all reviews (49 customer reviews)
  • Amazon Best Sellers Rank: #24,923 in Books (See Top 100 in Books)

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Customer Reviews

I had this book for a MBA marketing class.
aninhaj
It is small but full of useful information and very easy to understand!
Elisha
Very disappointed with the quality of the book appearance.
MJSF

Most Helpful Customer Reviews

16 of 17 people found the following review helpful By Sasha66 on May 30, 2012
Format: Paperback
It is basically page after page of definitions and descriptions of concepts. Not many examples of good strategies. It is like reading a thesaurus. I hate this book.
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16 of 18 people found the following review helpful By Robyn on June 5, 2012
Format: Paperback Verified Purchase
This book contains page after page of definitions and reads like a dictionary in paragraph form. The test bank (that my professor uses) is full of definition questions. At an MBA level, this is a mockery of the students' abilities. By graduate school it is safe to say we know how to memorize definitions. We are looking for applicable marketing skills, which are not addressed in this book. Waste of money!
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4 of 4 people found the following review helpful By S. J. Owens on May 25, 2014
Format: Paperback Verified Purchase
While, on one hand, this book is logically organized to present the given information, it presents it as drily as possible, with very few examples to help color understanding. It is torture to try to get through it. Fortunately, it's for an MBA class that I already know most of the material of from working in marketing. If this was new material to me, I think I would really have a hard time using this book as a learning tool. Also, you will be shocked at how small it is. $125-ish for this little, boring book is criminal.
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4 of 4 people found the following review helpful By mitchell stanton on February 17, 2013
Format: Paperback Verified Purchase
As a Graduate student in an MBA program my focus has been in financial and sales. Not having any experience with marketing put me at a disadvantage.
This text managed to cover all aspects of this subject in an effective way and also provide real world examples.
A good read.
Regards.
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4 of 4 people found the following review helpful By William R. Fetters on April 12, 2012
Format: Kindle Edition Verified Purchase
Great option for classroom use, except the Kindle version refuses to give you page numbers. The school will not take quotes with Kindle locations. This is wasted money if you have to do citations.
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3 of 3 people found the following review helpful By MKT on September 4, 2013
Format: Paperback
I adopted this book for a marketing management class. I had high expectations because I am familiar with the authors' other work, such as the branding research. However, I found this book to be confusing. I assume it tries to emphasize the management aspect of marketing, rather than a basic marketing textbook. But it really didn't do a good job. The content tends to jump from one topic to another without an explanation. Hard to follow. Lack of examples is also a problem as many definitions, concepts are very academic (at least for an undergraduate class). I agree with many other reviewers, this is a dictionary of business, marketing,and management. In addition, the teaching materials provided by the publisher are also confusing and dry. I started to use another marketing book as a supplement for this class.
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2 of 2 people found the following review helpful By Funnysage on December 28, 2012
Format: Paperback Verified Purchase
I used this book for my MBA class. I dnot know why it is so costly. It is basically full of definitions. There are no case studies or case analysis mentioned in the book. I would not recommend this book.
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By Eric Collyer on January 29, 2013
Format: Paperback
I have taken many marketing classes over the years, and most of them are enjoyable. While the class this book is attached to is fairly enjoyable, reading this book is a drag. I almost feel like this is a set of vocab words in book form. It has good information, but is presented in a very dry way. I would look elsewhere for engaging material.

UPDATE 1/29/2013:

There is a comment on one of these reviews that I really like. It says,

"As a college professor I assign this book for several reasons; (1) it is concise and gives a summary overview of major topics in marketing; (2) this means that I as the teacher add in REAL TIME examples to supplement the book so the student aren't reading out-dated material; (3) it is MUCH cheaper than 'other' marketing textbooks since it is concise. I believe it is up to your teacher to add in any material that will make the content come alive for the class. This book clearly does what it intends to do - provides a concise summary of major topics so the creative teacher can add in his/her own examples, cases, simulations etc to enrich the content."

I believe this is the way that the book should be used.
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Framework for Marketing Management (5th Edition)
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