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Marketing Management (12th Edition)

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Marketing Management (12th Edition)

(44 customer reviews)

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ds110000859

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For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

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Product Details

Author:	Philip Kotler
Hardcover:	816 pages
Publisher:	Prentice Hall
Publication Date:	January 01, 2006
Language:	English
ISBN:	0131457578
Package Length:	11.0 inches
Package Width:	8.7 inches
Package Height:	1.4 inches
Package Weight:	4.15 pounds
Average Customer Rating:	based on 44 reviews

Features

(12th Edition)
By Kotler, Philip; Keller, Kevin Lane

Customer Reviews

Average Customer Review: 4.0

( 44 customer reviews )
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Most Helpful Customer Reviews

9 of 9 found the following review helpful:

Excellent and Updated Textbook Oct 31, 2007 By Elijah Chingosho "Dr Elijah Chingosho"
I have used Marketing textbooks by Philip Kotler when doing my MBA in the 1980s when I was a novice in the field of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. This book is really the top quality book that one would expert of Kotler and his colleague.

The 12th edition of "Marketing Management" is an excellent textbook on the current marketing trends. It is an enjoyable and useful book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.

This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet. This is also a must have- book for those doing an MBA or other business studies at undergraduate level.

10 of 12 found the following review helpful:

Over-Rated "Standard" Nov 24, 2007 By Andrew Shaffer "Author, Blogger"
Although I can't compare the 12th edition to past versions of this text, I can say that the latest edition is heavy on theory with little quantitative data to back up its assertions. My MBA class's consensus was that the book's quality varied wildly from chapter-to-chapter, as if some of the chapters were written by one of the co-writers without any collaboration.

7 of 8 found the following review helpful:

The Marketing Bible, But Ethically Challenged Jun 07, 2007 By Mostly Whiskey
When I did my undergraduate studies in the 1980's I remember my professor explaining that Kotler had been, at that point, "the" marketing text book for 20 years. I'm not sure, but Kotler may have invented the word "marketing." Decades later it remains the definitive book on marketing studies.

This version of the book is comprehensive, densely written while still being easy to read, logically structured, up to date with regard to case studies and technology, etc. I highly recommend this book as a marketing text and have tried, unsuccessfully so far, to get a few of my marketing friends who have not had the pleasure of reading this book, to put it in their bathroom or something and read a section here and a section there.

I have two knocks against this book. First, I find it to be a little lacking on the ethics side. There are many valid marketing techniques described which can be used, but which can also be abused. While the book does not ignore ethics altogether, I would have been more comfortable if along the way it highlighted that some of the practices described are not only "good ways to increase profit margins" but "are morally bankrupt" as well.

The second knock is that the authors have seemingly gone crazy and included dozens upon dozens of cutesy words various academicians, desperate for a lasting claim to fame, have invented out of whole cloth to describe things that didn't really need their own unique words. Some of my favorites:

Insourcing

Reintermediation

Unfocus Groups

Glocalization

Co-optation

Neither of these complains should detract anyone from buying this book because it is, in the end, the great marketing text of our era.

4 of 4 found the following review helpful:

Great book for High Tech Product Managers Mar 25, 2007 By webspider007
This book is a great resource for High Tech Product Managers. From a Product Management perspective, this book covers Market Research, Competitive Analysis, Product Strategy, Brand Equity, Positioning and much more. Plenty of examples are given through out the book. All the examples may not be high-tech, however; they convey the concepts.

2 of 2 found the following review helpful:

The bible for aspiring marketers- if you use it the way it should be May 04, 2007 By Mainak Dhar "Cubicle dweller by day, writer by night"
Kotler is a name worshipped by students of marketing the world over, and Marketing Management is the book through which most of these aspiring marketers first get exposed to concepts of marketing. For sheer scope and depth of knowledge, this book cannot be beat- I read it in Business School 13 years ago- and in all the years since then, haven't seen any book come close to Marketing Management in terms of sheer scope and depth of coverage of key marketing concepts.

Having said that, as with any tool, its as useful as you choose to make it. Marketing Management will NOT miraculously help you become a better marketer- and honestly, it will NOT help you tackle day to day issues you face on the job. It is a theoretical book- and the very best at that- so use it the way it is meant to be- use it to get a strong grounding in the basic theory of marketing better than you probably can from any other book.

- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing

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