For practicing Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of gods and services. Coverage balances upon thre esential pillars—(1) theory and concepts; (2) practices and applications; and (3) instructional support—cultivating an eficeint, efective reading and learning environment. Topics include marketing in a changing world; strategic planing 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 strategeis; new product development and life-cycle strategeis; pricing considerations and strategeis; 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. This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way
EAN: 9780131865914
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Should I buy the Marketing: An Introduction?
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!
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.
Complete, clear and updated
This book is very valuable even for those professionals with long experience in marketing. Either as reference work for the most modern marketing techniques or as case study of various companies (and its marketing problems and solutions), the book of Kotler and Armstrong is excellent. The dense appendixes reinforce the quality of the volume. In there it is possible to find some novelties as, for exemple, advices for those looking for careers in marketing. The practical exercises at the end of each chapter help to apply the contents in our diary lives. Colorful drawings, charts and ads samples make each page a delight for the eyes. This book allows learning with a touch of printing art.
Highly recommended for business students.
Hi, my name is Banggajam Velayudham. Currently I am pursuing an ABE business management course. Last term when I sat for my marketing Exam,My lecturer Ms.Chua recommend this book to me and I used the "Introduction to Marketing" by Philip Kotler and Gary Armstrong. This book is very good and act as a guide and has good notes and case stuides of the real business world with many pictures and particularly short notes on key points and it really helped me to get an A in my exam. I as student would highly recommed this book for ABE students. Thanks Mr.Kotler and Mr. Armstrong for coming out with such a wonderful boo,.
Good book
I think the book is good and teaches you a lot about marketing. The book made it to my house earlier than expected I am very happy with everything.
