Marketing Management (13th Edition) [Paperback]

Phil Kotler (Author), Kevin Keller (Author)

Book Description

Publication Date: February 25, 2008 | ISBN-10: 0136009980 | ISBN-13: 978-0136009986 | Edition: 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)

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

By R. Chatham

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.

4 of 4 people found the following review helpful

4.0 out of 5 stars Highly readable, appropriate for undergrads and MBAs alike June 11, 2010

By L. Bravim VINE™ VOICE

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.

3 of 3 people found the following review helpful

4.0 out of 5 stars Good Book for an overview July 15, 2009

By Prerit K. Souda

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..