Marketing Management

List Price: $124.67 Amazon.com Price: $124.67

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Product Details

• Media: Hardcover
• Publisher: Prentice Hall (May, 2002)
• ISBN: 0130336297
• Average Customer Review: Based on 30 reviews.
• Amazon.com Sales Rank: 9,219
  

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Customer Reviews

Good overview of concepts and fundamentals

The overall thoroughness and comprehensive coverage of marketing fundamentals is very appropriate for undergraduate textbook. There are plenty of excercises, illustrations and quasi-mathematical formulae, but the book lacks the depth and insight for the more discerning reader. The text is very thorough and verbose, which makes is boring at times, full with superficial direct conclusions without even an attempt to look at the bigger picture.

In my opinion it more retrospective than forward-looking and inspiring. I would highly recommend "Strategic Marketing Management" by David Aaker at 1/2 of the price and 1/6 of the size. Also, I personally find inappropriate that Prof. Kotler starts each chapter quoting his own book.


Go Back to Basics (drop the millennium hype)

Taking my first marketing course in an MBA program, and I am finding this book to contain a wealth of information, almost too much (like sipping from a fire hydrant). However, I agree with other reviewers that a quick read gives a good overview of basics, and the rest will be useful as future reference.

The main fault I have with this book is the silly millenium trivia they stick in the margins of every page. These appear to be margin notes which constantly pull your eyes away from the text you are reading only to find out some obscure little thought about what the millennium may bring (having nothing to do with marketing). I am sorely tempted to go through the entire book with a black magic marker to obliterate the 'junk'. Perhaps if this filler had been left out, the font size could have been bumped up a point.


Excellent introduction

This book gives professionals and students an excellent introduction and overview on marketing management, on analysis of opportunities, development of marketing strategies and on planning, implementation and control of marketing programs. There is a focus on the traditional marketing process and there are good examples on many topics in the book.

Don't hesitate, get it!

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