- Series: Marketing Management
- Hardcover: 816 pages
- Publisher: Prentice Hall; 13 edition (February 25, 2008)
- Language: English
- ISBN-10: 0136009980
- ISBN-13: 978-0136009986
- Product Dimensions: 8.6 x 1.3 x 10.8 inches
- Shipping Weight: 4.2 pounds
- Average Customer Review: 4.2 out of 5 stars See all reviews (73 customer reviews)
- Amazon Best Sellers Rank: #208,716 in Books (See Top 100 in Books)
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Marketing Management (13th Edition) 13th Edition
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Top Customer Reviews
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.
Another review mentioned corporate references or endorsements. Of course they refer to well-known organizations! This is a business text for business students. It would be bizarre if they ignored the real-world to the exclusion of theory, which was a fatal flaw of textbooks' past.
I mainly teach academic composition to engineers, but have had the experience of conducting the same course with business students. I found this book to be very helpful in getting across some interesting ideas to my students, and we have gone beyond the books content and meta-analyzed the book itself for ways to present information professionally and clearly. So - it is a winner in how I have used this book, and the success it has had.
The book starts off gradually and introduces key concepts in a simple way. My students are not native English speakers and although we have some challenges the way lexical items are presented we know "clearly" what the emphasis is via bold text. Seriously, this helps them a lot. I also like the case studies and presentation of management skill development tools (i.e. SWOT).
I have also used this when I was back in Japan teaching at a language school (I have the Millennium Edition) and we used the data (graphs/charts), case studies, and leadership PD ideas as discussion starters with high level non native English speakers. The tasks went well and the adults appreciated "real" content as opposed to the concocted watered down tasks created for the English Teaching market. At the time a local shop had this book available for next to nothing ($5 - $10) and this was a bonus allowing us to purchase a few for the small language class.
If you want to use this for a course at a college or university I think it would be a great resource, but with the considerable expense that will occur, order an inspection copy if your decision will be to have hundreds of students purchase this. Be sure it fits your needs as if you make students buy this and don't use it: that would be wasteful.
Most Recent Customer Reviews
Great read! has lots of detail on marketing as well as procurement detail. Used it for a marketing class while obtaining my MBA.Published 12 months ago by latriece
The book is very good with high quality. Even there's not new but still goodPublished 17 months ago by Louise