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Though I’m reviewing the 12th edition of Kotler’s Marketing Management textbook – my praise of this great work extends to all of the editions (after all, like most textbooks, the editions aren’t thoroughly different and are usually printed merely to make more money from students and universities). That said, Kotler’s Marketing Management has long been considered the premier graduate-level marketing textbook. In fact, Marketing Management still sits on my office desk today and I often find myself referencing it. What makes Marketing Management so special is its thoroughness – it touches traditional marketing to consumer marketing to internet marketing and leaves little left untouched. But Kotler is a special author because he surrounds each concept with plenty of tangible, real-life examples. While most textbooks get lost in terminology and theory, Kotler relates marketing to real products, real consumers and real needs. It ends up that Marketing Mangament is a joy to read and study – and its equally useful as a reference book later in life. Which takes me to my next point – Marketing Management is laid out is an easy-to-reference manner which makes it particularly useful for studying and referencing. I commonly find to be a flaw within many other textbooks – Kotler instead has his book laid out with multiple indexes, sorts, and searches. Marketing Management is truly the best textbook I have ever owned / read and remains the ONLY one I still own today!Read full review
I worked in management, sales, and marketing for over 20 years before switching careers into education. The sixth edition of Marketing Management was the textbook we used when I was getting my MBA; I currently teach marketing at both the undergraduate and graduate level and we are now using the 12th edition as the text in the graduate course. Textbooks can be pretty dry, and can concentrate on theory. This is as well written as a textbook can get and though it must of necessity give definitions and some theories, this book gives lots and lots of real world examples. If you know nothing about marketing, this book will give you a thorough background. Kotler has a co-author with this new edition, and there were significant changes in the 12th edition; Keller brings a thorough knowledge of brands and branding to the new edition. The authors illustrate as many of their points as possible with real world, current examples, making it much easier to pick up on the concepts they are relating. They use companies that most of us are familiar with whenever possible, making it that much easier to relate to the text. They discuss consumer marketing, business to business marketing, and Internet or e-commerce marketing. If you only have space in your library for one book on marketing, this is the one you should have.Read full review
I bought the book for my MBA marketing class. I bought 3 books, 1 for me and 2 for friends that are taking the class witn me. We loved it because it is the international edition and we got a very good price. The standard edition has a hard cover, and I bought the International Edition with soft cover and exactly same content for a more reduced price. We were thrilled.. We save a lot of money. My friends were happy that I found that great deal for us.
I purchased this book on Half.com back in August and I have yet to see the book. I filed a claim and the company still hasn't responded to me. This has been the worst purchase experience I have ever had on ebay/half.com. I don't think I will ever purchase textbooks from this site again. I had to actually go out and spend $190 on the Marketing Management book that I had already paid close to $60 for. The whole media mail thing sucks too. They actually want you to wait 30 days for books to be mailed via media mail. Don't get a book on half.com without optimal mailing options beyond media mail, and don't purchase a book that you need in a short period of time.
I bought this book for the same reason that most people buy this book, it was required for a marketing class I am taking as part of an MBA program. As far as text books go this one is pretty good. It is clear and concise. There are not a lot of long drawn out paragraphs with big words for big words sake. And the book provides a lot of very interesting examples and anecdotes of companies who have done things right or wrong or just outside the box. The book is well organized and the material is broken down into manageable pieces. All in all still not worth what a campus book store will charge for it but better than most I have been forced to read and worthwhile if you get it online for under $50.
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