Marketing Management
Author: Philip Kotler
List Price: $126.67
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ISBN: 0130336297
Publisher: Prentice Hall (May, 2002)
Sales Rank: 9,770
Average Customer Rating: 4.18 out of 5
Customer Reviews
Rating: 4 out of 5
The "Bible" of Marketing
Phillip Kotler's Marketing Management is the the classic MBA marketing text. It's comprehensive and encyclopedic--that means its not an easy read. Kotler's writing style could be described as a list of lists. Each topic is parsed into its elements and he then recites all possible attributes.The book has an enormous market share, which means it comes with every possible ancilliary product (for instructors who adopt the book) such as videos and power points. Because Prentice Hall sells so many of this book, they can afford to issue new editions on an accelerated, two-year cycle. The good news from this is it allows them to move with the times (in this edition, they've eliminated all the trivial "Did you know ...?" sidebars that detracted from the seriousness of the last "Millennial Edition." The bad news (from a student point of view) is that you may be forced to buy new, because used copies won't be correct.
However, this is one book that you'll want to keep on your professional library shelves--it's as much a reference as a text. All other marketing texts either derive from Kotler or distance themselves from this book, so you might as well go to the source.
Rating: 5 out of 5
Excellent introduction
This book gives professionals and students an excellent introduction and overview on marketing management, on analysis of opportunities, development of marketing strategies and on planning, implementation and control of marketing programs. There is a focus on the traditional marketing process and there are good examples on many topics in the book.Don't hesitate, get it!
Rating: 5 out of 5
For teaching
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