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The description said it was a hardcover which it was not. This was also an international edition which means the pages are off compared to the ones used in the U.S. The textbook served its purpose although I had trouble finding the page since it did not match the professor's page number. Also I was hoping to get a hardcover book as described. So some false advertising there. I gave 4/5 stars because of the soft cover and that it was an international version..so it was not clear on the description.
I worked in sales, management and marketing for about 20 years before changing careers into education. I am an adjunct faculty member and teach both undergraduate and graduate courses in marketing. Kotler's book has been our school's text for quite a few years; when I was a student we used the sixth edition, and I am currently rewriting my lecture notes for the 12th edition. This textbook is well written and illustrated, with many real world examples. He uses products with which most consumers are familiar whenever possible. Marketing has been defined as consisting of four P's: product, price, place, and promotion. Each of these is covered in depth in the text. This text would be helpful to anyone who does not know a lot about marketing but would like to learn the basics, like someone who runs or wishes to start a small business. When you hear the term "marketing," most people think of "sales" and "advertising," but marketing is so much more than that. A marketing driven company looks at things from the customer's point of view and seeks unfilled wants and needs that it can meet rather than from the product point of view that says, "We can make a million of these things. Now, who can we sell them to?" Kotler will teach you what can be marketed (prduct includes much more than physical goods), how much to charge for it(price), where to sell it (place), and ways that people can find out about the product (promotion. Unless you are a multi-billion dollar corporation with a huge advertising and promotion budget, you need to learn what it means to target a market and find a profitable niche. (And even the huge corporations sometimes target niche markets). Now that I mention it, do you know what a market is? Do you know what it means to target a market? Do you know how to write a marketing plan or the marketing section of a business plan? As the late David Packard said, "Marketing is too important to leave to the marketing department."Read full review
Marketing Management, writen by Philip Kotler, is an excellent text for students. Kotler's books are highly regarded in the world or marketing and this particular textbook is often referred to as "the" difinitive source for marketing information. The edition I purchased on e-Bay, the 11th, was published in 2003. It contains specific product and company information and case studies that are still fresh and relevant today. A new edition (12th) was published in Spring 2006. The difference in content is minimal, according to our professor. The price, however, was not. The new edition goes for $200 plus at the university bookstore. I got my older edition on e-Bay for $5.
The authors did an excellent job helping one to understand marketing concepts and applications. This book is truly a bible to marketing and the examples cited in the book as well as simplifying marketing principles exceeded my expectations. I thoroughly enjoyed reading this book and it is a must have if you are a marketing major.
Marketing Management by Kevin Lane Keller and Philip Kotler (2011, Hardcover, Revised)is a good book for me. I bought it because it is the text book required by the professor. And it helps a lot.
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