For the Principles of Marketing course. Ranked the #1 selling introductory marketing text, Kotler and Armstrong's Principles of Marketing provides an authoritative and practical introduction to marketing. The Tenth Edition is organized around a managing customer relationships framework that is introduced in the first two chapters, and then built upon throughout the book. Real world applications appear in every chapter and every vignette is new or has been updated. The text is complemented by an extensive ancillary package, from all new videos on VHS, online, and DVD to a new Presentation Manager CD-ROM for instructors.
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Book Description
Editorial Reviews
Review
What reviewers are saying about Philip Kotler and Gary Armstrong's recent work (Principles of Marketing and Marketing: An Introduction): "I have aggressively sought to utilize various assessment tools in my curriculum and have been very pleased with the Armstrong/Kotler support and value-added materials. I find the students often list them as "MOST HELPFUL" in course evaluations." - Temple University reviewer "I think Kotler and Armstrong really have a tiger by the tail in emphasizing relationships as their dominant theme... Their new emphasis on relationships and the new digital age are consistent with my high-tech, high-touch approach to marketing." - Tulane University reviewer "The authors do a superb job of covering customer value. It is certainly a conspicuous cornerstone of the book. The concept is well integrated in each chapter I that I reviewed." - University of Southern Mississippi reviewer "The value creation underlying theme is excellent. The section on brand strategy is thorough, provides good examples, and students can relate to it." - County College of Morris reviewer "Great idea to place positioning in with the product - FINALLY a book that did this!" - Southern New Hampshire University reviewer "This text is one of the best overall undergraduate marketing texts I have seen, because it incorporates more real-world applications of marketing concepts than any others I have used. This text does a good job of presenting marketing theory that is based on academic literature without excessive jargon or 'lists' that students think they should memorize. The videos and cases go well with the material." - George Washington University reviewer "The strengths of Kotler and Armstrong are that the focus is on the customer, which is very important and they define marketing in an understandable manner. I think they use excellent examples... I am impressed." - Montgomery Community College reviewer "Kotler and Armstrong have stayed contemporary with everything going on in the field." - California State University, Northridge reviewer "The authors offer appropriate organizations and marketing efforts as examples and illustrations, and they have done a superb job of accounting for the current and emerging trends in a discipline that is characterized by rapid change." - Eastern Kentucky University reviewer "The CRM topic is given better coverage than in our present text." - Milwaukee Area Technical College, Mequon Campus reviewer "I do applaud the authors' practice of clearly delineating chapter objectives up front, followed by a review of the objectives/concepts at the end of the chapter - I like this continuity." - University of North Florida reviewer "Good focus on digital issues and relationships throughout the text...The content is very good...The examples are current and applicable to this age group of students." - Western Michigan University reviewer "Segmentation is a key chapter in my course. Kotler and Armstrong are superior in their coverage of this material...I feel my students would be better off with Kotler and Armstrong's text." - Murray State University reviewer "Kotler and Armstrong is quite refreshing, as it draws the reader into the fascinating areas of marketing via the use of real life examples right off the bat. My current text just starts by explaining theory with a few scattered examples, and many flow charts and graphs." - University of Utah reviewer "I particularly think that Kotler and Armstrong's text is far superior to [my present text-in-use] relative to the "What is Marketing?" section in the first chapter...I love the diversity of products and companies chosen for the company examples and cases; examples of companies that all ages can relate to and that are of interest to YOUNG PROFESSIONALS. [Present text-in-use] uses too many "stereotypical" college products, not giving students credit for being interested in other than." - Texas State University reviewer "...we might seriously take a look at Kotler and Armstrong." - University of South Alabama reviewer
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More About the Author
Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.
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Most Helpful Customer Reviews
7 of 8 people found the following review helpful:
4.0 out of 5 stars
Principles of Marketing, 10th Edition,
By Miten (Illinois, USA) - See all my reviews
This review is from: Principles of Marketing, 10th Edition (Hardcover)
There is a lengthy discussion, over many chapters, of putting together a marketing strategy. Given space constraints, the issues are well treated. The treatment of pricing strategies may not be as in-depth as one in a text on finance or accounting. But there is enough detail here to be understandable and useful if your background is marketing.
Unsurprisingly, he gives a good discussion of marketing on a global scale. Over all, Discussion is too lengthy but authors are good and their approach is reasonable as well. Authors approach situation to convince readers with appropriate theory and examples. - Good book but it requires lot of patience to go through it.
4 of 5 people found the following review helpful:
4.0 out of 5 stars
Covers a lot of ground,
By
This review is from: Principles of Marketing, 10th Edition (Hardcover)
A timely update of Kotler's long running and successful book.
There is a lengthy discussion, over many chapters, of putting together a marketing strategy. Given space constraints, the issues are well treated. The treatment of pricing strategies may not be as indepth as one in a text on finance or accounting. But there is enough detail here to be understandable and useful if your background is marketing. Unsurprisingly, he gives a good discussion of marketing on a global scale. Increasingly cheaper communications costs, especially of course email and browsers, makes a global campaign affordable, even for mid range companies. With the huge US corporate scandals of 2002 and ongoing (Adelphia, Enron, WorldCom...), Kotler provides topical advice on social responsibility of a corporation, and of the importance of marketing ethics.
5.0 out of 5 stars
Just as good as the new editions.,
By
Amazon Verified Purchase(What's this?)
This review is from: Principles of Marketing, 10th Edition (Hardcover)
I bought this to prepare for the CLEP test and it was perfect. It is a great choice is your school/goal does not require the newest version because it's quality is right up there with the newest.
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