Principles of Marketing [Hardcover]

Philip Kotler (Author), Gary Armstrong (Author)

Book Description

Series: Principles of Marketing, 8th ed | Publication Date: August 3, 1998

An introductory text on the principles of marketing.

Editorial Reviews

From the Publisher

Widely hailed for its practical, and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings -- in product and service firms, consumer and business markets, profit and nonprofit organizations, domestic and global companies, and small and large businesses. It provides a rich depth of practical real-world examples and applications showing the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace. --This text refers to an alternate Hardcover edition.

From the Back Cover

This book takes a practical, managerial approach to marketing by providing a depth of examples and applications to show the major decisions that marketing managers face in balancing the organizationÕs efforts against the needs and opportunities in the marketplace. The book presents a comprehensive, innovative, and practical introduction to marketing. Its writing style and use of examples and illustrations make it straightforward, easy to read, and enjoyable. It also covers a wide range of important marketing topics including: environmental sustainability, environmental management, diversity, levels of market segmentation, internal marketing databases, on-line marketing databases, one-to-one marketing, value-added marketing, integrated marketing communications, integrated direct marketing, third party logistics, international marketing, and socially responsible marketing. The eighth edition of Principles of Marketing has been streamlined and refreshed throughout with new and updated examples. Yet, despite the addition of a new chapter and new material, this edition is still two chapters shorter than the previous one. It provides extensive coverage of new marketing technologies and the impact these technologies are having on the way marketers learn about and track customers, create products and service to meet customer needs, distribute products more efficiently and effectively and communicate with their customers. Among new technologies covered are: the Internet, database marketing, mass customization, Web-based marketing research, virtual reality displays, and on-line virtual stores. An essential reference for every marketing professional.

Product Details

• Hardcover: 720 pages
• Publisher: Prentice Hall College Div; 8th edition (August 3, 1998)
• Language: English
• ISBN-10: 0139570020
• ISBN-13: 978-0139570025
• Product Dimensions: 11.2 x 8.2 x 1.2 inches
• Shipping Weight: 3.3 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #2,296,699 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

5.0 out of 5 stars Complete, Credible, Readable Marketing Masterguide, May 11, 2000

By 

Prof David T Wright (Vancouver, BC) - See all my reviews

This review is from: Principles of Marketing (Hardcover)

Despite being nearly 1000 pages long, this is one book that I often travel with on business, due to the completeness and accessibility of the content.

This encyclopedic, incredible resource includes chapters and many case studies on:

* the marketing process: marketing in a changing world- satisfying human needs; marketing and society- social responsibility and ethics; strategic marketing planning.

* the marketing setting: the marketing environment; the global marketplace; market information and research.

* buyer behaviour- consumer markets; business markets; and buyer behaviour.

* core strategy- market segmentation and targeting; positioning; building customer satisfaction through quality, value and service; creating competitive advantage: competitor analysis; and marketing strategies.

* product- designing products- new product development and lifecycle strategies; designing products- products, brands, packaging and services; marketing services.

* price- pricing policies- considerations and approaches; pricing products- strategies.

*promotions- promoting products- communications & promotion strategy; promoting products- advertising, sales promotion and PR; promoting products- personal selling and sales management;

* place- placing products- distribution channels & logistics management; placing products- retailing and wholesaling,.

It's well written, well supported with references, attractively illustrated, and easy to read at chapter level down to sidebar level (I've never read from end to end in one sitting!). The only complaint, is that because of the broad and deep coverage beyond traditional marketing, newer breaking ideas are not covered.

Overall highly recommended, particularly with a slimmer latest "fad" business/ technology/ marketing book to confirm that you are not missing anything that may add value to your organisation or clients.

[Refers to European Edition ISBN 0131659030 by Kotler, Armstrong, Saunders, Wong 1996 ]

7 of 7 people found the following review helpful:

5.0 out of 5 stars A "Must", June 12, 1999

By 

[e-mail] (Istanbul , Turkey) - See all my reviews

This review is from: Principles of Marketing (Hardcover)

A very detailed but not a confusing book. Suitable for a foreign student at a level of intermediate english. Especially the cases motivates you to the Marketing area.I offer you to study with the CD...

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great Source in Marketing Science, October 3, 2000

By 

Tansu Demir (Springfield, IL) - See all my reviews
(REAL NAME)   

This review is from: Principles of Marketing (Hardcover)

This book is one of the best marketing books. The content of book is very comprehensive and embellished with cases that help you better understand the marketing theory. Especially, the most fascinating aspect of the book is its chapters about INFORMATION TECHNOLOGY and its impacts on the marketing concepts.

You can buy this book even for its excellent cases. I strongly recommend this book to all MBA students whose interested field is marketing.