Customer Reviews

Marketing Management: Analysis, Planning, Implementation, and Control (The Prentice-Hall Series in Marketing)

5 star:		(15)
4 star:		(4)
3 star:		(2)
2 star:		(0)
1 star:		(1)

 

 

When I decided to cross-register from classes at Harvard Law School to those at Harvard Business School, I asked a friend who was publisher of the Harvard Business Review what I should take. He advised me to take marketing, because the second year classes were the same as the first year ones. I soon found myself dealing with simple problems of how to market Heinz Ketchup. I did well in marketing at Harvard Business School, but most of what I learned about marketing I learned from reading this book. I now practice as a management consultant, and I constantly find clients who do not understand what marketing management should be all about. I constantly encourage them to read this book. In fact, in my stock-price improvement practice, much of what I did initially was to apply Kotler's principles to the idea of marketing a stock. The model worked, and I have found that part of Kotler's thinking also applies to solving nonmarketing problems. I have a hard time imagining a better book can come out to replace this one. There are individual works that are excellent in a narrow segment (such as POSITIONING and THE 22 IMMUTABLE LAWS OF BRANDING), but you need the big picture. MARKETING MANAGEMENT is a perfect book for that purpose, whether for student, intern, assistant brand manager, head of marketing, or CEO. If I may make one suggestion: Have those who have nothing to do with marketing read this book. That will give your organization a better way of sharing information and ideas for improving what you offer customers.

I have gone through this book during my MBA at Lahore, Pakistan. It is an excellent book on advanced Marketing. Those who have basic knowledge of Marketing and now seeking for advanced knowledge must read this book.

Marketing requires learning and practicing. It is not only a business, but also a social as well as cultural subject. A lot of cultural issues are involved in practising marketing. As a book, this gives you a firm foundation on concepts. It is wonderful - provided you are able to understand examples mentioned. For we in India, most of the examples are alien. Also recent developments in online marketing ( like that of Amazon) find no mention. Interestingly these type of internet based examples can be experienced globaly. It is a good book to build your marketing foundations. Asian, European students, however will have to learn a lot outside the book. I hope that future editions of this book take in to account the differences in social and cultural settings across the globe. This limitation reduces the value of this book to those students. That is why my rating is 4 star

I have read this book, virtually from cover to cover since it was a text book at School (The Eli Broad Graduate School of Management at Michigan State University). The book is certainly above average, provides the concepts with insightful examples. Parts of it are boring and repetitive, but I guess it's OK so long as you don't read the whole book. I guess the repetition is probably because the author intended for some chapters to be read independently of others. So I should give him his due. But the book, priced at $82 is certainly overpriced because of its required/recommended nature in most business schools. Another example of market driven pricing. I was lucky though! I got the book for a real bargain price and I think it gave me value for the money I paid.

This is a great example of how educational publishers are overcharging because of a captive audiance. For the price of this book I can purchase 3 business marketing books that all cover the same topics AND get 3 different opinions.

Take some time to look at alternitives before spending this kind of money. Many great books are out there for a fraction of the cost.

Very basic. Very academic. As a grad student who also has a full time job in marketing, I haven't found much useful in this book. Overpriced and unrealistic.

it is a pleasure to read this book.it is a must for every management student like me.language is easy supported with good examples on every topic.

Most CEOs I work with feel that they would like to have more, and more profitable customers. This is the book for them, because it lays out all of the elements of what must be done. If you have the right customers, you have great potential for future progress. If you also apply the lessons of "The 2,000 Percent Solution", you will do even better because the rest of what you do will become as successful as your marketing, based on Kotler's superb book "Marketing Management."

As a marketing lecturer I have been pleased to recommend Philip Kotler's book to my students. This book provides comprehensive and thoughtful guidelines to marketing practice and thinking. Its developement of the subject matter follows the natural progression of marketing strategy. Although, from an Irish perspective it is weak in that its scope is too broad.

To me, a student of Hotel Management in Switzerland, this book has been refered to by my marketing lecturer (he called it the BIBLE). Well, what else is there to say...