Principles of Marketing, 12th Edition [Hardcover]

Philip Kotler (Author), Gary Armstrong (Author)

Book Description

ISBN-10: 0132390027 | ISBN-13: 978-0132390026 | Publication Date: March 9, 2007 | Edition: 12

The 12^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Editorial Reviews

About the Author

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text.  Professor Kotler is one of the world’s leading authorities on marketing.  Professor Armstrong is an award-winning teacher of undergraduate business students.  Together they make the complex world of marketing practical, approachable, and enjoyable.

 

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.  He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics.  Dr. Kotler is author of Marketing Management (Prentice'Hall), now in its twelfth edition and the world’s most widely used marketing text book in graduate schools of business worldwide.  He has authored dozens of other successful books and has written more than 100 articles in leading journals.  He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. 

 

Professor Kotler was named the first recipient of two major awards:  the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing.  His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.  In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.

 

Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute.  He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing.  He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

 

Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.  He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University.  Dr. Armstrong has contributed numerous articles to leading business journals.  As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. 

 

But Professor Armstrong’s first love is teaching.  His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill.  He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program.  His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others.  He works closely with business student groups and has received several campus'wide and Business School teaching awards.  He is the only repeat recipient of school’s highly regarded Award for Excellence in Undergraduate Teaching, which he has received three times.  Professor Armstrong recently received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.

Product Details

• Hardcover: 736 pages
• Publisher: Prentice Hall; 12 edition (March 9, 2007)
• Language: English
• ISBN-10: 0132390027
• ISBN-13: 978-0132390026
• Product Dimensions: 10.5 x 8.6 x 1.3 inches
• Shipping Weight: 3.6 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (33 customer reviews)
• Amazon Best Sellers Rank: #21,982 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

16 of 16 people found the following review helpful:

5.0 out of 5 stars Outstanding Book, October 30, 2007

By 

Elijah Chingosho "Dr Elijah Chingosho" (Nairobi, Kenya) - See all my reviews
(REAL NAME)   

This review is from: Principles of Marketing, 12th Edition (Hardcover)

This is an outstanding book by the Marketing Guru, Philip Kotler and co-author Gary Armstrong. This work is densely packed with valuable insights, guidance, and marketing techniques. It offers enormous potential to receptive and motivated readers who are able to move from thought to action. This revised and updated edition includes the latest developments in the field of marketing including effectively using the latest electronic information communication technologies.

The book methodically, step-by-step discuss the various principles in marketing. The book carries pertinent information, but it is organized and written in such a way that is easily digestible. The authors buttressed their arguments and conclusions with some notes on successful marketing initiatives highlighting the specific approaches taken by the various organisations highlighted.

I would recommend it to anyone who is doing graduate or post-graduate work in marketing or marketing management or just wants some insight into how to effectively market goods or services.

4 of 4 people found the following review helpful:

5.0 out of 5 stars The "Gold" Standard for Marketing / Marketing Management, December 17, 2009

By 

James M. McCoy-Flowers (Jacksonville, NC USA) - See all my reviews
(REAL NAME)   

This review is from: Principles of Marketing, 12th Edition (Hardcover)

I bought this book, well in advance of my Marketing Management class (when the 12th edition just came out, in 2007) while I was on deployment, in Dubai. If you ask me today, why I thought this book was the "gold standard" then, I probably could not tell you, but I know over the course of the deployment I studied this book, like it was a Bible, and then some. Fast forward to today, I just finished my Marketing Management class (2 months ago), and I still think this book is one of the most insightful and thought-provoking on Marketing that I have ever read.

In some ways I can understand why this book was not used in my beginning marketing class, it really leads you on a journey, which may (just may) be a bit too fast of a pace for some readers. But, it was perfect for my marketing management class. One poster above said it was good enough for Graduate / Post-Graduate work; and while I'm not quite there yet (still a senior in an undergrad program), I definitely will use this book as a reference.

If you want to learn marketing, gain broad insight about marketing, or learn how to be an effective marketing manager, this is the gold standard you should use.

James McCoy-Flowers

2 of 3 people found the following review helpful:

5.0 out of 5 stars Excellent Book, August 2, 2008

By 

Michael Muskalla - See all my reviews
(REAL NAME)   

This review is from: Principles of Marketing, 12th Edition (Hardcover)

This book is well written and provides real world examples for every concept mentioned, which helps me understand everything a little better. Very up to date (as with most management books) and thorough, which helps me since I'm taking my marketing course online and I don't have a teacher face-to-face I can talk to. Great book!