Marketing Management (12th Edition)
by Philip Kotler, Kevin Lane Keller
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Book Summary Information
Author: Kevin Lane Keller, Philip KotlerEdition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2006-01-01
ISBN: 0131457578
Number of pages: 816
Publisher: Prentice Hall
Product features:
- (12th Edition)
- By Kotler, Philip; Keller, Kevin Lane
Book Reviews of Marketing Management (12th Edition)
Book Review: Excellent and Updated Textbook
Summary: 5 Stars
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.
Summary of Marketing Management (12th Edition)
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.Product Management Books
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