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Marketing: An Introduction

Marketing: An Introduction

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This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way. Coverage balances upon three essential pillars--(1) theory and concepts; (2) practices and applications; and (3) instructional support--cultivating an efficient, effective reading and learning environment. Topics include marketing in a changing world; strategic planning and the marketing process; the global marketing environment; marketing research and information systems; consumer and business buyer behavior; market segmentation, targeting, and positioning for competitive advantage; product and service strategies; new-product development and life-cycle strategies; pricing considerations and strategies; distribution channels and logistics management; retailing and wholesaling; advertising and public relations; personal selling and sales promotion; direct and online marketing; the global marketplace; and marketing and society. For practicing Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.
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User Reviews for Marketing: An Introduction

Overall Rating: Star FullStar FullStar HalfStar EmptyStar Empty ( 13 reviews )
  1. Star FullStar EmptyStar EmptyStar EmptyStar Empty Posted: May 12 2009

    In my opinion this book should NOT be used in colleges and universities. It is convoluted and filled with superfluous text that distracts and dilutes the existing weak content. It is poorly structured and is redundant in some areas while completely lacking in others. The fact that it costs as much as it does is shameful. What a waste of time, trees and money.

  2. Star FullStar EmptyStar EmptyStar EmptyStar Empty ( 0 of 1 found this review helpful ) Posted: Mar 16 2009

    The seller told me the book was out of stock weeks after it was suppose to be delivered to my apartment. He/she did refund my money.

  3. Star FullStar FullStar FullStar FullStar Full Posted: Feb 22 2009

    Arrived in perfect condition and exactly as described. Arrived in the time frame stated for shipping.

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Product Specs for Marketing: An Introduction

Author: Gary Armstrong Philip Kotler
Number Of Pages: 656
Category: Paperback
Brand: Prentice Hall
Dewey Decimal Number: 658.8
Label: Prentice Hall
Product Group: Book
Publication Date: 2006-02-27
Publisher: Prentice Hall
Edition: 8th

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