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Produktbeschreibungen
Kurzbeschreibung
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.
Synopsis
For undergraduate and MBA marketing management and strategy courses. Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.
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51 Rezensionen
25 von 26 Kunden fanden die folgende Rezension hilfreich
good but not great
2. Oktober 2008
Format:Gebundene Ausgabe
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.
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.
11 von 14 Kunden fanden die folgende Rezension hilfreich
Wordy and full of shameless corporate plugs
11. Dezember 2009
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
This was a required textbook for my graduate-level Marketing class. The book is way too wordy. It appears that each successive edition simply adds on more and more shameless corporate plugs that are not at all enlightening. You really feel like you are being constantly marketed to. There is good information, but you'll have to skim past a lot of fluff to get to it.
3 von 3 Kunden fanden die folgende Rezension hilfreich
Not great as a text, Not great as a read
15. Juli 2010
Format:Gebundene Ausgabe
If you are wanting to learn something from this text, you will find that it will leave you with way more questions than answers. Kotler & Keller do exactly what others have claimed - breeze right over the essence of a concept leaving you to have to seek out other resources just to gain a firm understanding of whatever they have presented.
Many of the diagrams have little to no explanation, leaving you to wonder exactly what the components are and how they are relevant. Many important concepts are mentioned, then never spoken of again. Current, real-world examples are given, yet they aren't really related back to any portion of the text for integration into the core concepts. Much of the book reads like a long research paper - attempting to show that the student has a firm grasp of the concept with awkward citations plugged into various places. There is very little in the way of instruction or deep explanation.
I honestly think this could be a great book for an MBA course if more relevant information was elaborated and less citations to lend credibility. On the positive side, the book serves as a good summary of marketing concepts for you to use to do further research on the various subjects - but it is definitely NOT the "gold standard" that it claims to be.
Many of the diagrams have little to no explanation, leaving you to wonder exactly what the components are and how they are relevant. Many important concepts are mentioned, then never spoken of again. Current, real-world examples are given, yet they aren't really related back to any portion of the text for integration into the core concepts. Much of the book reads like a long research paper - attempting to show that the student has a firm grasp of the concept with awkward citations plugged into various places. There is very little in the way of instruction or deep explanation.
I honestly think this could be a great book for an MBA course if more relevant information was elaborated and less citations to lend credibility. On the positive side, the book serves as a good summary of marketing concepts for you to use to do further research on the various subjects - but it is definitely NOT the "gold standard" that it claims to be.
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