Marketing: An Introduction (9th Edition)
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving for
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Kellogg on Marketing
The business classic, fully revised and updated for today’s marketersThe second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal BrandingWith a foreword by Philip KotlerThe Kellogg
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Great basic marketing text at a great price!,
I use this textbook to teach about 1,500 students per year in my courses. I find the book to be well-written and interesting. More importantly, *many* students tell me that enjoy reading the book. (I can tell you that it is rare to have students providing positive feedback on textbooks that are required reading). Armstrong and Kotler are leaders in the field, and their hardcover book holds the largest market share among U.S. universities. Books don’t make it to the 10th edition (or 5th for paperback) w/o being good!
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|Awesome book,
Great marketing book, even if I didn’t have to read it for my class I would have felt that I missed out by not at least skimming it through. Very intriguing and interesting examples of the choices that we make every day and how manufacturers choose which decisions we make to target how things are advertised. I usually hate text books, but this one is a keeper.
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|Relatively good textbook,
Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work.
The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn’t a bad thing, as it puts some of the principles into a realistic context.
As for being boring- well, it’s a text book!!! I’m sure there will be an ‘Idiot’s Guide to Marketing’ out soon, which may satisfy the more facile of readers.
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|Great Book,
Excellent book. Must have for all MBA students studying marketing and anyone looking to increase their knowledge on the subject.
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