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Marketing: An Introduction (10th Edition) Paperback – EveryBook, January 21, 2010

ISBN-13: 978-0136102434 ISBN-10: 0136102433 Edition: 10th

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Product Details

  • Paperback: 648 pages
  • Publisher: Prentice Hall; 10 edition (January 21, 2010)
  • Language: English
  • ISBN-10: 0136102433
  • ISBN-13: 978-0136102434
  • Product Dimensions: 8.4 x 0.9 x 10.8 inches
  • Shipping Weight: 2.7 pounds
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (86 customer reviews)
  • Amazon Best Sellers Rank: #134,824 in Books (See Top 100 in Books)

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Customer Reviews

3.7 out of 5 stars

Most Helpful Customer Reviews

22 of 23 people found the following review helpful By "mktgwhiz" on February 14, 2001
Format: Paperback
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!
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7 of 8 people found the following review helpful By Ting Hsiung on March 29, 2007
Format: Paperback
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.
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4 of 4 people found the following review helpful By Steve Grey on 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.
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2 of 2 people found the following review helpful By Solo Artist on 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!
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3 of 4 people found the following review helpful By Ilaxi S. Patel on March 28, 2005
Format: Paperback
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.
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1 of 1 people found the following review helpful By Tony IU on October 16, 2013
Format: Paperback
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?!)

PROFESSORS WHO LOVE MARKETING: DO NOT SUBJECT YOUR STUDENTS TO READING THIS TEXTBOOK!
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7 of 10 people found the following review helpful By happy customer on 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!
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4 of 6 people found the following review helpful By A Customer on February 15, 1998
Format: Hardcover
This book is very valuable even for those professionals with long experience in marketing. Either as reference work for the most modern marketing techniques or as case study of various companies (and its marketing problems and solutions), the book of Kotler and Armstrong is excellent. The dense appendixes reinforce the quality of the volume. In there it is possible to find some novelties as, for exemple, advices for those looking for careers in marketing. The practical exercises at the end of each chapter help to apply the contents in our diary lives. Colorful drawings, charts and ads samples make each page a delight for the eyes. This book allows learning with a touch of printing art.
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