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Marketing Management (13th Edition) [Paperback]

Phil Kotler , Kevin Keller
4.1 out of 5 stars  See all reviews (54 customer reviews)

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Book Description

February 25, 2008 0136009980 978-0136009986 13

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

  • Paperback: 816 pages
  • Publisher: Prentice Hall; 13 edition (February 25, 2008)
  • Language: English
  • ISBN-10: 0136009980
  • ISBN-13: 978-0136009986
  • Product Dimensions: 8.8 x 1.3 x 11.2 inches
  • Shipping Weight: 4.6 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (54 customer reviews)
  • Amazon Best Sellers Rank: #31,048 in Books (See Top 100 in Books)

Customer Reviews

This book is very informative. J. MCREYNOLDS  |  7 reviewers made a similar statement
This book was required for a Marketing class for my Management degree. Toshia L. Stenger  |  8 reviewers made a similar statement
Most Helpful Customer Reviews
25 of 26 people found the following review helpful
4.0 out of 5 stars good but not great October 1, 2008
Format:Paperback
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.
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4 of 4 people found the following review helpful
Format:Paperback
Marketing Management is one of the better textbooks of my MBA program. The concepts are described in a clear, concise manner. There are numerous examples of companies with successful marketing and those with major faux pas. Even without having taken an introductory marketing course, I had no trouble understanding the text. The layout is well designed, rich with graphics and interesting pictures. I would proffer that Kotler/Keller's Marketing Management (13th Edition) could be used successfully by undergraduates and higher-level students.

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.
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3 of 3 people found the following review helpful
4.0 out of 5 stars Good Book for an overview July 15, 2009
Format:Paperback
An Excellent book. Covers a wide variety of topics in marketing although it does not go in depth of any of them. If you are looking for an overview of marketing(in totality) this book is fabulous. If you are looking for indepth knowledge of certain marketing concepts, this may not be the right book for you..
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Most Recent Customer Reviews
2.0 out of 5 stars To be frank...
To be frank...I have another Marketing textbook that is ton times better than this one. At the end of this semester Kotler and Keller 13th edition will be a door stopper!
Published 2 months ago by Kat
3.0 out of 5 stars Marketing is an art
So this book says...

but it doesn't neglect the science of it.

What it does is to draw attention to examples and show you how it looks.
A nice read.
Published 4 months ago by Alan Chong
5.0 out of 5 stars Great book
This book was required for a Marketing class for my Management degree. I loved this book! It was very informative and very well written. Read more
Published 4 months ago by Toshia L. Stenger
2.0 out of 5 stars Hodge-podge
I was thrilled my MBA course chose to use for its marketing text the most popular text in the market. . . until I began to read it. Read more
Published 15 months ago by Dondie Martynov
5.0 out of 5 stars Excellent book
THis book is excellent for anyone interested in marketing and strategy. Plenty of good and modern examples. Interesting frameworks. A must have
Published 18 months ago by Alix
4.0 out of 5 stars Reliable
Amazon is a fast and reliable channel. The text I ordered was delivered within the stated time frame and in excellent condition. Read more
Published 19 months ago by Kholiph
5.0 out of 5 stars The book was exactly how it was described.
The book was exactly how it was described, it arrived on time as well. There were no highlights on the book which made it easier to read.
Published 19 months ago by Kostanca Muhameti
2.0 out of 5 stars Really?
As someone who actually considered a career in Marketing, I can say that using this text in my MBA class has completely cured me of that. Read more
Published on May 5, 2011 by KooBay
2.0 out of 5 stars Disjointed, busy layout, headache-inducing
The chapters in this book tend to be long and painful to read. Painful mentally because of the rambling, disjointed text that flits from topic to topic, doesn't seem to follow an... Read more
Published on April 5, 2011 by A discerning consumer
5.0 out of 5 stars Great transaction
I received this book very quickly with a hand written note. Very customer friendly. The book was listed as like new condition and that is exactly what it is.
Published on January 19, 2011 by jps3iii
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