The History Connection - Marketing Management (13th Edition) (Marketing Management)

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Manufacturer: Prentice Hall

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Binding: Hardcover
Dewey Decimal Number: 658.8
EAN: 9780136009986
ISBN: 0136009980
Label: Prentice Hall
Manufacturer: Prentice Hall
Number Of Items: 1
Number Of Pages: 816
Publication Date: 2008-03-06
Publisher: Prentice Hall
Studio: Prentice Hall

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Spotlight customer reviews:

Customer Rating:

Summary: Not good
Comment: I purchased this book for a class, but it was made outside of the United States and is of very poor quality. In fact, some of the content was missing because whoever made this book added the same chapter in several times and omitted other chapters. Very unhappy with this purchase!

Customer Rating:

Summary: good textbook
Comment: This book really helping for my class and poits out what I really missed and clearly information.

Customer Rating:

Summary: Good
Comment: This book was in good condition when I received it. Except for a couple of highlights throughout the entire book, it was fairly new.

Customer Rating:

Summary: good but not great
Comment: This book tries to cram too much into each chapter, often breezing over incredibly deep topics in a way that is only confusing.

For instance, one chapter on data analysis mentions linear regression but doesn't speak at all to what it is. If I had not taking a Quant course recently I would have been completely lost.

This seems to happen the most frequently at the ends of chapters. It seems as if they cover all the main points and then Kotler et. al try to cram all their other little notes and tidbits into overly dense paragraphs just before concluding.

Also if you're a student who has to take the accompanying tests created by Prentiss Hall, expect the questions to come literally word for word from the test, rather than asking concept questions. I felt like I was back in gradeschool.

On the plus side, the book constantly gives breakout examples of the topic being discussed as applied in real life to actual businesses. Where many texts would continually reference the same handful of examples, the companies featured in this book vary widely in size, industry, and other features, giving a good, broad look at marketing as a whole, not just in the US but globally.

Customer Rating:

Summary: Best Prices on Textbooks!!!
Comment: Best prices on textbooks!!! Will defintely buy all my textbooks on Amazon!!! Received when promised!

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Editorial Reviews:

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.