Marketing Management is a very well laid out and clear text book. There are multiple real-life examples in every chapter of marking strategies that different companies have used either successfully or unsuccessfully.
This is the 13th edition and is very up-to-date. It addresses many of the latest trends around viral marketing and utilization of web based social/busin...more
Quando a primeira edição deste livro foi publicada, em 1967, lançou conceitos inovadores que mudaram o modo como as pessoas viam o marketing. Quase 40 anos depois, na 12a edição, ele continua a surtir o mesmo efeito - tópicos como marketing holístico, brand equity e marketing experimental prometem fazer com que as pessoas invistam em uma perspectiva mais ampla e integrada do marketing.
É exatamente essa capacidade de antecipar tendências que faz de Administração de marketing o livro de referênci...more
Kotler concepts formal marketing as a tool for achieving a new marketing paradigm - more responsible and competent, more compassive a...more
However it does introduce and explain many core marketing concepts and is a great place to start learning about how to get to know your customers and how to speak their language.
I just fell in love with the author of this book in 2012 when I took admission in MBA(Marketing). When I read a book, what I do expect is whatever written inside should be interactive enough to get into my average I.Q brain. The Philip Kotler's marketing management book is the only book of my syllabus that I've read without yawning for a moment.
All the topics have been covered, every edition get updated so well that it leaves probably no topic of marketing. Moreover the examples that's been cite...more
I'm not in a position to compare alternatives for use as a Strategic Marketing Management course textbook. However, this seemed more than adequate. There's a lot of material here, and it wasn't uncommon to spend 5+ hours a week to read and digest two or three chapters of this work.
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Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that mar...more