Ebook Marketing Management (15th Edition)
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Marketing Management (15th Edition)
Ebook Marketing Management (15th Edition)
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About the Author
Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler’s other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Marketing Your Way to Growth; Winning Global Markets; and Corporate Social Responsibility. In addition, he has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing. Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from the Academy of Marketing Science. In 2013, he received the William L. Wilkie “Marketing for a Better World” Award and subsequently received the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.In 2014, he was inducted in the Marketing Hall of Fame. He has received honorary doctoral degrees from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics. Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics. Previously, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller's general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals: the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than 90 published papers, his research has been widely cited and has received numerous awards. Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a consultant and advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and Samsung. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell, Colgate, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Intuit, Johnson & Johnson, Kodak, L.L.Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and is serving as their Executive Director from July 1, 2013, to July 1, 2015. A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. Some of his senior management and marketing training clients have included include such diverse business organizations as Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, GE, Google, IBM, Macy’s, Microsoft, Nestle, Novartis, Pepsico, SC Johnson and Wyeth. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. He has served as keynote speaker at conferences with hundreds to thousands of participants. Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook on those subjects, Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” An avid sports, music, and film enthusiast, in his so-called spare time, he has helped to manage and market, as well as serve as executive producer for, one of Australia’s great rock-and-roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He also serves on the Board of Directors for The Doug Flutie, Jr. Foundation for Autism, the Lebanon Opera House, and the Montshire Museum of Science. Professor Keller lives in Etna, NH, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.
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Product details
Series: Marketing Management
Hardcover: 832 pages
Publisher: Pearson; 15 edition (January 9, 2015)
Language: English
ISBN-10: 0133856461
ISBN-13: 978-0133856460
Product Dimensions:
11 x 8.9 x 1.4 inches
Shipping Weight: 4 pounds
Average Customer Review:
3.8 out of 5 stars
335 customer reviews
Amazon Best Sellers Rank:
#82,050 in Books (See Top 100 in Books)
I chose to purchase this version because the paperback version was described to be the same text and it was only 10$ more than the hard cover rental. I discovered despite both being the 15th edition, the text is not the same. The case study at the end of CH2 in the US version are CISCO and Intel and in this version they are Emirates and Electrolux. Needless to say, I am shipping it back for the US Version. Don't know how many other differences there are. Also there are multiple statements both on the cover and in the preface stating this book is not supposed to be distributed outside the Indian subcontinent.
The book provides obvious information posed as definitions to make the reader feel that it's more complex. As an MBA student, I've found that not much in this book is useful. The text does not teach you any techniques and methods to help with the generalities it speaks of, it just provides more general information. Here's a helpful example: pg434. Why do products fail? Example answers: Poor timing, shorter product life cycles, lack of organizational support, etc.Seriously, anyone with a brain knows this. Teach us the techniques on how to fix it.
I rented this book for an MBA class I took in this Spring. I have to say that this book is really well-written and engaging (something that can be difficult to find in a textbook). The chapters in the book tended to be very long, but since the content and voice was interesting, I did not mind. What was also helpful were the real-life company examples spread throughout the entire book.
Font is extremely blurry and very small, making it difficult to read. Photos are low quality. Page numbers and chapter number headers are on the inside corners of the pages along the spine where they are nearly impossible to read. It's like they took their loose-leaf version, scanned it (resulting in the blurry text), and printed and bound starting with the wrong page (resulting in the page number problem). Seriously it's really hard to read. They misspelled the author's name on the cover, if that's any indication of the poor level of quality.The spine was also broken, but Amazon is refunding my order (thank you, Amazon) so I can order a new one. I expect even a mint condition textbook will still have the printing problems, though. Really disappointed that I'm required to purchase this textbook.
I wish I would have read the description more closely. This is the non-US version of the book, which is generally fine, but the chapters don't line up. I think most of the content is the same, but based on the way my instructor set up our course and quizzes, I needed to have the exact US version. If you are just interested in learning about marketing management, the book is sufficient, and the content is good, but if you need it to match with your class syllabus, just beware.
This text book is very informative, however, the author adds in a lot of fluff material. I don't know what else to say about this book... it's a textbook so it's not entertaining at all. Amazon is horrible with the pricing. I was able to rent this book for really cheap, but just looking at this link again, the rental price is 3-4 times higher.
Overall, I didn’t like this text. It is a couple of years old for the fifth edition, so it is a bit dated with regards to blogs and social media.The problem isn’t really the content though. The “framework†part of the title is spot-on. The problem is that the framework is all there is. It comes across as a firehose of jargon, and as someone who had never taken a marketing class, it was a little much. (As an aside, is it just me, or is a bunch of marketing just social science poorly understood and badly applied?) The big thing for me is that there were too few examples, so the terms and ideas just became an unceasing flow of one thing after another. No context for the terms made for harder understanding of the concepts.
While, on one hand, this book is logically organized to present the given information, it presents it as drily as possible, with very few examples to help color understanding. It is torture to try to get through it. Fortunately, it's for an MBA class that I already know most of the material of from working in marketing. If this was new material to me, I think I would really have a hard time using this book as a learning tool. Also, you will be shocked at how small it is. $125-ish for this little, boring book is criminal.
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