Marketing Management (Hardcover)

by Philip Kotler (Author)

Editorial Reviews

Product Description
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

From the Back Cover
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

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Product Details

• Hardcover: 768 pages
• Publisher: Prentice Hall; 11 edition (May 2002)
• Language: English
• ISBN-10: 0130336297
• ISBN-13: 978-0130336293
• Product Dimensions: 10.3 x 8.2 x 1.4 inches
• Shipping Weight: 3.6 pounds
• Average Customer Review: 4.2 out of 5 stars See all reviews (41 customer reviews)
• Amazon.com Sales Rank: #133,960 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

29 of 29 people found the following review helpful:

5.0 out of 5 stars Highly distilled marketing text, September 20, 1999

By	[e-mail] (Maine) - See all my reviews

This review is from: Marketing Management: Millennium Edition (10th Edition) (Hardcover)

Updated and current, with several hundred mini-case studies, this is the definitive marketing text. Not for casual reading as it challenges you to apply key skills in analyzing "real" marketing examples. Fortunately, learning aids are available online and referenced in the book. I would recommend this edition to anyone in marketing or sales intent on success.

49 of 53 people found the following review helpful:

4.0 out of 5 stars The marketing standard bearer, May 14, 2000

By	G. Shiau "grumpychicagoguy" (Chicago, IL USA) - See all my reviews (REAL NAME)

This review is from: Marketing Management: Millennium Edition (10th Edition) (Hardcover)

Phillip Kotler is an internationally recognized name in marketing, and this introductory text (undergraduate or MBA-level) is a comprehensive resource on the subject. It provides a framework for analyzing marketing opportunities and making strategic decisions with respect to the marketing mix to maximize customer value. This latest edition was written with the Internet in mind and how it has changed marketing strategy. The only problem with the book may be its comprehensiveness because it tries to cover every conceivable topic. That makes it a handy reference, but you may need to consult other resources on both marketing and strategy to get a deeper understanding.

22 of 23 people found the following review helpful:

4.0 out of 5 stars A Marketing textbook for students, not managers, December 30, 2004

By	therosen "therosen" (New York, NY United States) - See all my reviews

No doubt this book is a classic in Marketing - most any MBA program in the world has this book as required, if not optional, reading. If you're taking an academic Marketing class, you'll probably be required to buy this, and rightfully so. If you need a desk reference on Marketing, again this will be a good read.

That said, it is a very long and detailed read that covers Marketing definitions, Marketing gurus, Marketing tactics, Marketing strategy... The whole 9 (or 10?) yards. In being everything to everyone, the book loses some of it's strength. If your interests are less broad and academic, the book is too broad. Interesting in improving your advertising? There's more precise books out there. Interested in applied Marketing Strategy? Again, there's more focused books available than even just reading Kotler's sections.