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Best-seller world-wide, the eighth edition of this classic text highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market- focused, and customer-driven action. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning, and performance.
- Sales Rank: #865481 in Books
- Brand: Prentice Hall
- Published on: 1994-01
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 8.00" w x 1.00" l, 1.32 pounds
- Binding: Hardcover
- 816 pages
Features
From the Publisher
Best-seller world-wide, the ninth edition of this classic text highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market- focused, and customer-driven action. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning and performance.
From the Back Cover
Key Benefit: Throughout the book, emphasis is placed on the importance of offering quality, service, and value. Key Topics: It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. Kotler underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning, and performance.
Most helpful customer reviews
13 of 13 people found the following review helpful.
THE ONLY GUIDE TO MARKETING YOU'LL EVER NEED
By A Customer
When I decided to cross-register from classes at Harvard Law School to those at Harvard Business School, I asked a friend who was publisher of the Harvard Business Review what I should take. He advised me to take marketing, because the second year classes were the same as the first year ones. I soon found myself dealing with simple problems of how to market Heinz Ketchup. I did well in marketing at Harvard Business School, but most of what I learned about marketing I learned from reading this book. I now practice as a management consultant, and I constantly find clients who do not understand what marketing management should be all about. I constantly encourage them to read this book. In fact, in my stock-price improvement practice, much of what I did initially was to apply Kotler's principles to the idea of marketing a stock. The model worked, and I have found that part of Kotler's thinking also applies to solving nonmarketing problems. I have a hard time imagining a better book can come out to replace this one. There are individual works that are excellent in a narrow segment (such as POSITIONING and THE 22 IMMUTABLE LAWS OF BRANDING), but you need the big picture. MARKETING MANAGEMENT is a perfect book for that purpose, whether for student, intern, assistant brand manager, head of marketing, or CEO. If I may make one suggestion: Have those who have nothing to do with marketing read this book. That will give your organization a better way of sharing information and ideas for improving what you offer customers.
8 of 9 people found the following review helpful.
Excellent Book
By A Customer
I have gone through this book during my MBA at Lahore, Pakistan. It is an excellent book on advanced Marketing. Those who have basic knowledge of Marketing and now seeking for advanced knowledge must read this book.
4 of 4 people found the following review helpful.
A good book on marketing if you are in US
By A Customer
Marketing requires learning and practicing. It is not only a business, but also a social as well as cultural subject. A lot of cultural issues are involved in practising marketing. As a book, this gives you a firm foundation on concepts. It is wonderful - provided you are able to understand examples mentioned. For we in India, most of the examples are alien. Also recent developments in online marketing ( like that of Amazon) find no mention. Interestingly these type of internet based examples can be experienced globaly. It is a good book to build your marketing foundations. Asian, European students, however will have to learn a lot outside the book. I hope that future editions of this book take in to account the differences in social and cultural settings across the globe. This limitation reduces the value of this book to those students. That is why my rating is 4 star
See all 23 customer reviews...
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