Marketing Management (13th Edition) [Hardcover]

Phil Kotler (Author), Kevin Keller (Author)

Book Description

ISBN-10: 0136009980 | ISBN-13: 978-0136009986 | Publication Date: March 6, 2008 | 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

• Hardcover: 816 pages
• Publisher: Prentice Hall; 13 edition (March 6, 2008)
• Language: English
• ISBN-10: 0136009980
• ISBN-13: 978-0136009986
• Product Dimensions: 11 x 8.8 x 1.3 inches
• Shipping Weight: 4.6 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (50 customer reviews)
• Amazon Best Sellers Rank: #3,262 in Books (See Top 100 in Books)
  • #23 in Books > Business & Investing > Marketing & Sales > Marketing
  • #61 in Books > Business & Investing > Management & Leadership > Management

Customer Reviews

Most Helpful Customer Reviews

23 of 24 people found the following review helpful:

4.0 out of 5 stars good but not great, October 1, 2008

By 

R. Chatham (Los Angeles, CA) - See all my reviews
(REAL NAME)   

This review is from: Marketing Management (13th Edition) (Hardcover)

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.

11 of 13 people found the following review helpful:

2.0 out of 5 stars Wordy and full of shameless corporate plugs, December 10, 2009

By 

David Pasley (Highlands Ranch, CO United States) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing Management (13th Edition) (Hardcover)

This was a required textbook for my graduate-level Marketing class. The book is way too wordy. It appears that each successive edition simply adds on more and more shameless corporate plugs that are not at all enlightening. You really feel like you are being constantly marketed to. There is good information, but you'll have to skim past a lot of fluff to get to it.

4 of 4 people found the following review helpful:

2.0 out of 5 stars Poor Book, July 4, 2010

By 

Dg - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Management (13th Edition) (Hardcover)

Reading this book for an upper level undergraduate marketing class. This book is poorly written, it is hard to read and the concepts are a little disorganized. Furthermore, it is extremely boring, it is a pain to take good notes of this book while you read. The only good thing about the book are the companies used to give examples of the marketing techniques being discussed, the companies are varied and not only from the United States. But besides that, this book is terrible. It gives complex definition for terms that are simple and logical. Simple concepts are explained in a way that 'goes on forever' without actually making the point. The summaries at the end of the chapters are poor. And there are no exercises to test your knowledge. Avoid if possible.