Sorry, this item is not available in
Image not available for
Image not available

To view this video download Flash Player

FREE Shipping on orders over $35.

Used - Good | See details
Sold by RentU.
Access codes and supplements are not guaranteed with used items.
Sell Us Your Item
For a $2.00 Gift Card
Trade in
Have one to sell? Sell yours here
Tell the Publisher!
I'd like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Marketing: An Introduction (10th Edition) [EveryBook] [Paperback]

Gary Armstrong , Philip Kotler
3.7 out of 5 stars  See all reviews (76 customer reviews)

Available from these sellers.

Free Two-Day Shipping for College Students with Amazon Student


Amazon Price New from Used from
Loose Leaf $136.04  
Paperback, EveryBook, January 21, 2010 --  
There is a newer edition of this item:
Marketing: An Introduction (11th Edition) Marketing: An Introduction (11th Edition) 3.3 out of 5 stars (27)
Out of Print--Limited Availability

Book Description

January 21, 2010 0136102433 978-0136102434 10
This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value–creating it and capturing it–drives every effective marketing strategy.

The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool. 

Customers Who Bought This Item Also Bought

Product Details

  • Paperback: 648 pages
  • Publisher: Prentice Hall; 10 edition (January 21, 2010)
  • Language: English
  • ISBN-10: 0136102433
  • ISBN-13: 978-0136102434
  • Product Dimensions: 1 x 8.4 x 10.6 inches
  • Shipping Weight: 2.7 pounds
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (76 customer reviews)
  • Amazon Best Sellers Rank: #107,512 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews
22 of 23 people found the following review helpful
5.0 out of 5 stars Great basic marketing text at a great price! February 14, 2001
I use this textbook to teach about 1,500 students per year in my courses. I find the book to be well-written and interesting. More importantly, *many* students tell me that enjoy reading the book. (I can tell you that it is rare to have students providing positive feedback on textbooks that are required reading). Armstrong and Kotler are leaders in the field, and their hardcover book holds the largest market share among U.S. universities. Books don't make it to the 10th edition (or 5th for paperback) w/o being good!
Comment | 
Was this review helpful to you?
7 of 8 people found the following review helpful
5.0 out of 5 stars Awesome book March 29, 2007
Great marketing book, even if I didn't have to read it for my class I would have felt that I missed out by not at least skimming it through. Very intriguing and interesting examples of the choices that we make every day and how manufacturers choose which decisions we make to target how things are advertised. I usually hate text books, but this one is a keeper.
Comment | 
Was this review helpful to you?
3 of 3 people found the following review helpful
4.0 out of 5 stars Relatively good textbook December 17, 2005
Format:Paperback|Verified Purchase
Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work.

The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn't a bad thing, as it puts some of the principles into a realistic context.

As for being boring- well, it's a text book!!! I'm sure there will be an 'Idiot's Guide to Marketing' out soon, which may satisfy the more facile of readers.
Comment | 
Was this review helpful to you?
2 of 2 people found the following review helpful
5.0 out of 5 stars Very easy read. July 7, 2013
Format:Paperback|Verified Purchase
I bought this for a marketing class I am taking during the summer. The 10th edition is WAY cheaper than buying the new edition and has the same information. This book is a really easy read and the price was amazing! I really enjoy the class and am happy to have saved hundreds of dollars on the supplementary material. I would recommend buying school books at the lowest price possible!
Comment | 
Was this review helpful to you?
1 of 1 people found the following review helpful
1.0 out of 5 stars Mind-numbing, long-winded, passion-draining October 16, 2013
By Tony IU
This textbook nearly derailed my enthusiasm for marketing. The authors struggle to draaaaaggg out what should be both an intuitive and yet insightful subject matter and make it tedious and boring. The authors stretch their explanations several words, and sentences, and paragraphs, and pages, and chapters, longer than they ever need to be. This textbook is the polar opposite of entertaining and delightful reading - It is akin to reading the dictionary. Like most textbooks, their long-winded choice of words is both an editorial nightmare, an obfuscating brain teaser, and an exercise in sadomasochism for the reader (just how long can you keep reading before you want to thrust your pen into your eye?!)

Comment | 
Was this review helpful to you?
3 of 4 people found the following review helpful
4.0 out of 5 stars Practical & neat March 28, 2005
This book is show-cased in my office library cupboard since years! No wonder it says about early Marketing strategies and the authors Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to wirting an introductory marketing text. They make the complex world of marketing practical, approachable and enjoyable. Both the award winning authors have from its Part One itself, clarified Understanding Marketing and the Marketing Management Process. Further they focus on analyzing marketing opportunities, marketing research and information systems and environment and then how to go about selecting Target markets. The ongoing chapters include on designing products, brands, packing, services, pricing strategies and so on - in short to promoting in the market with complete know how on recruiting to motivating sales team and grabbing end results. The book has pretty good illustrated pics with courtesy from Hewlett Packard, Proctar and Gamble, Redbook Magazine, Gulfstream Aerospace, General motors, century city hospital and so on. There are very good graphs and Exhibits/ topics with questions for discussions, key terms, references and case studies like Nike, Inc., Tupperware, Proctor and Gamble, etc. The International Market chapter has objectives to:

1. Discuss how foreign trade, economic, political legal and cultural environment effect a company's international marketing decisions.

2.Describe three approaches to entering foreign markets.

3.Explain how companies might adapt their marketing mixes for foreign markets

4. Identify three forms of international marketing organization.

However, I feel, in present scenario with examples of kodak, macdonald, coca cola, etc. a lot of international marketing depends on many factors.
Read more ›
Comment | 
Was this review helpful to you?
6 of 9 people found the following review helpful
1.0 out of 5 stars No Access Codes June 10, 2011
Format:Paperback|Verified Purchase
I purchased this book from Amazon it does not come with an access code. Make sure you do not need the access code for your class before purchasing this book! Now I have to go spend more money for the access code.This makes this more expensive. I should have just went to the book store!
Was this review helpful to you?
4 of 6 people found the following review helpful
4.0 out of 5 stars Good but nothing special January 11, 2008
By Sue S.
I used this for a curriculum design class. It is very readable but not extrodinary. If you want to inspire your students, I would suggest augmenting it with selections from other books (popular books on consumer psychology,etc.) which is what I did. For a basic marketing class, it will be fine.
Comment | 
Was this review helpful to you?
Most Recent Customer Reviews
5.0 out of 5 stars This got me an A- folks!
First of all, I have to say that this guy is a lifesaver. The book was delivered just on the day before my flatmate's final exam and really helped. Read more
Published 1 month ago by Onur Gurkan Gur
2.0 out of 5 stars The book stinks
I payed about $10 more because the seller said it is like new. Well, it was heavily used, a lot of marks inside and the book stinks so hard that it is difficult to concentrate to... Read more
Published 4 months ago by ibaricz
5.0 out of 5 stars Great
It's a softcover book and it has everything I need for my marketing class. Can't beat the price that I got it for.
Published 5 months ago by Mimi Oluwafemi
1.0 out of 5 stars Can I At Least Get The Right Book!?
This was ridiculous!
Package delivered on time, packaged well, and I was really excited...

WRONG BOOK. Read more
Published 6 months ago by April Conrad
5.0 out of 5 stars Great price for a college book!
My instructor was nice enough to use a book that doesn't require a $300 book. This was a little tattered and definitely used, but I have no complaints paying 5 bucks for it!
Published 6 months ago by JW
5.0 out of 5 stars An Introduction to Marketing
Marketing book very interesting text on marketing I would recommend to other students in my classes in the near furtue.
Published 7 months ago by Melissa
1.0 out of 5 stars Superfluous, long-winded, mind-numbing
This textbook nearly derailed my enthusiasm for marketing. The authors struggle to draaaaaggg out what should be both an intuitive and yet insightful subject matter and make it... Read more
Published 8 months ago by Tony IU
3.0 out of 5 stars Satisfied
The book came quickly, obviously has been used, but it is good enough for what I need it for. I wasn't expecting great quality for under 10 dollars anyway!
Published 9 months ago by Tyler Diedrick
5.0 out of 5 stars Book for one of my classes
Its like and a good resource for my marketing class, I've been recommending it to my classmates all this days, thanks!
Published 9 months ago by Manuel Fernández
5.0 out of 5 stars Right on time
This is a really good book for introducing Marketing for students and to people who just want to learn. Read more
Published 12 months ago by Anna Velez
Search Customer Reviews
Search these reviews only

What Other Items Do Customers Buy After Viewing This Item?

Sell a Digital Version of This Book in the Kindle Store

If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store. Learn more


There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
First post:
Prompts for sign-in

Look for Similar Items by Category