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Marketing Management [Englisch] [Gebundene Ausgabe]

Philip Kotler , Kevin Lane Keller , Kevin Lane Keller
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7. April 2005 Marketing Management
For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. This is the #1 selling marketing management textbook worldwide because it consistently delivers on its brand promise: to be the first to reflect changes in marketing theory and practice.

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  • Gebundene Ausgabe: 816 Seiten
  • Verlag: Prentice Hall International; Auflage: 12 (7. April 2005)
  • Sprache: Englisch
  • ISBN-10: 0131457578
  • ISBN-13: 978-0131457577
  • Größe und/oder Gewicht: 29,3 x 21,2 x 3,6 cm
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (2 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 80.491 in Englische Bücher (Siehe Top 100 in Englische Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

Mehr über den Autor

Philip Kotler ist Professor für internationales Marketing an der Kellog School of Management, Chicago. Er ist der renommierteste Marketingexperte weltweit. Zahlreiche seiner Bücher sind Bestseller. Sein letztes Buch Marketing der Zukunft erschien ebenfalls bei Campus (2003).



*NEW -- Tighter presentation and modular organization - Based on extensive user feedback, Kotler and Keller focused on preserving the strengths and core topics from previous editions, while carefully tightening coverage in every chapter for greater clarity. By organizing the text into eight parts of related material, a more modular approach, instructors have greater flexibility. "Many say Kotler defined this course when he wrote the first edition of this text. The 12th edition is particulary noteworthy because it's the first time Kotler is joined by a co-author. Are you familiar with Kevin Lane Keller?"**NEW - Philip Kotler invites Kevin Lane Keller to be co-author - Acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications, Kevin is presently E.B.Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. His research has been widely cited and has received numerous awards, and he's served as brand confident to marketers at some of the world's top companies, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Starbucks. Kevin also writes Strategic Brand Management (Prentice Hall)."Are you covering Holistic Marketing? Shouldn't your textbook?"*NEW -- "Holistic marketing" coverage -- Explores the emerging concept that recognizes that everything matters in marketing: internal marketing, integrated marketing, relationship marketing, and socially responsible marketing. For example: See pg. 18 (Figure 1.3) and new Chapter 22, which brings it all together."Have you seen any other marketing management book that comes close to the breadth and depth of current examples and practical tips that Marketing Management, 12e, offers?" *NEW -- Integrated examples -- 10-15 per chapter; 98% new to this edition! These short paragraphs appear within the core chapter material and provide vivid, real-world illustrations of chapter concepts. * NEW - "Marketing Memos" - 2-3 new per chapter. Provide tips and suggestions at all stages of the marketing management process, as well as practical advice and directions in dealing with various marketing decisions.*NEW - "Marketing Insights" - 2-3 new per chapter. Highlight current research findings and cover key marketing topics in greater depth.*NEW - Hands-on marketing plan exercise -- Located at the end of many chapters, starting in Chapter 2. Gives students hands-on experience in developing a customized marketing plan.*NEW -- End of chapter applications - Each Chapter Conclusion has:- 2 Marketing Applications -- 1. Marketing Debate, suggesting opposing points-of-view on an important marketing topic, and 2. Marketing Discussion, identifying provocative marketing issues and allowing a personal point-of-view. - Marketing Spotlight, an in-depth examination of one of the world's most successful marketing companies. Allows focused examination of top brands along the lines of the chapter theme. "Do you assign outside cases and readings in this course? Would it help if we could package them with this text and discount the price for your students?"*NEW - Casebook solutions - Instructors: Visit to see how easy it is to create a casebook or coursepack that includes cases and readings from leading providers, like Harvard Business School Publishing. An exam copy takes just 2 weeks. When students purchase a casebook bundled with this text, they save 10%!"Are you using or interested in using a simulation to complement your marketing management textbook?"*NEW - Simulations from Interpretive Simulations! Instructors, please visit: for additional information. When you adopt a Prentice Hall textbook with an Interpretive simulation, each new textbook will (a) be discounted 10% off of our net price (b) will contain a discount coupon that can be used for a 10% discount when purchasing a simulation online from Interpretive. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!


Meant for the MBA Marketing Management course and/or undergraduate capstone marketing strategy course, this marketing management textbook reflects the changes in marketing theory and practice.

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13 von 14 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Tolle, verbesserte Neuauflage! 17. August 2005
Format:Gebundene Ausgabe
Marketing Management von Philip Kotler gilt bereits seit Jahren als 'Marketing Bibel'. In dieser 12. Ausgabe hat der Autor zusammen mit einem renommierten Co-Autor viele Änderungen, Verbesserungen und neue Entwicklungen miteingebracht. Neue und sehr aktuelle Beispiele unterstreichen das Ganze.
Am besten finde ich, das insgesamt ein stärkerer Praxisbezug in die zum Teil doch sehr trockene Theorie eingebracht wurde.
Eigentlich wollte ich das nicht gerade billige Werk nach Benutzung wieder verkaufen, habe mich jetzt jedoch dazu entschieden es zu behalten, da es einem auch im späteren Berufsleben immer wieder als nützliches Nachschlagewerk dienen kann!
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5.0 von 5 Sternen a must 3. Januar 2010
Format:Gebundene Ausgabe
A must for people who want to have a general approach and knowledge about marketing. A bit long to read but it's like a bible !
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Die hilfreichsten Kundenrezensionen auf (beta) 4.0 von 5 Sternen  50 Rezensionen
9 von 9 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Excellent and Updated Textbook 31. Oktober 2007
Von Elijah Chingosho - Veröffentlicht auf
Format:Gebundene Ausgabe
I have used Marketing textbooks by Philip Kotler when doing my MBA in the 1980s when I was a novice in the field of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. This book is really the top quality book that one would expert of Kotler and his colleague.

The 12th edition of "Marketing Management" is an excellent textbook on the current marketing trends. It is an enjoyable and useful book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.

This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet. This is also a must have- book for those doing an MBA or other business studies at undergraduate level.
9 von 10 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen The Marketing Bible, But Ethically Challenged 8. Juni 2007
Von Mostly Whiskey - Veröffentlicht auf
Format:Gebundene Ausgabe
When I did my undergraduate studies in the 1980's I remember my professor explaining that Kotler had been, at that point, "the" marketing text book for 20 years. I'm not sure, but Kotler may have invented the word "marketing." Decades later it remains the definitive book on marketing studies.

This version of the book is comprehensive, densely written while still being easy to read, logically structured, up to date with regard to case studies and technology, etc. I highly recommend this book as a marketing text and have tried, unsuccessfully so far, to get a few of my marketing friends who have not had the pleasure of reading this book, to put it in their bathroom or something and read a section here and a section there.

I have two knocks against this book. First, I find it to be a little lacking on the ethics side. There are many valid marketing techniques described which can be used, but which can also be abused. While the book does not ignore ethics altogether, I would have been more comfortable if along the way it highlighted that some of the practices described are not only "good ways to increase profit margins" but "are morally bankrupt" as well.

The second knock is that the authors have seemingly gone crazy and included dozens upon dozens of cutesy words various academicians, desperate for a lasting claim to fame, have invented out of whole cloth to describe things that didn't really need their own unique words. Some of my favorites:



Unfocus Groups



Neither of these complains should detract anyone from buying this book because it is, in the end, the great marketing text of our era.
10 von 12 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Over-Rated "Standard" 24. November 2007
Von Anastasia Beaverhausen - Veröffentlicht auf
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Although I can't compare the 12th edition to past versions of this text, I can say that the latest edition is heavy on theory with little quantitative data to back up its assertions. My MBA class's consensus was that the book's quality varied wildly from chapter-to-chapter, as if some of the chapters were written by one of the co-writers without any collaboration.
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Great book for High Tech Product Managers 25. März 2007
Von webspider007 - Veröffentlicht auf
Format:Gebundene Ausgabe
This book is a great resource for High Tech Product Managers. From a Product Management perspective, this book covers Market Research, Competitive Analysis, Product Strategy, Brand Equity, Positioning and much more. Plenty of examples are given through out the book. All the examples may not be high-tech, however; they convey the concepts.
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen The bible for aspiring marketers- if you use it the way it should be 4. Mai 2007
Von Mainak Dhar - Veröffentlicht auf
Format:Gebundene Ausgabe
Kotler is a name worshipped by students of marketing the world over, and Marketing Management is the book through which most of these aspiring marketers first get exposed to concepts of marketing. For sheer scope and depth of knowledge, this book cannot be beat- I read it in Business School 13 years ago- and in all the years since then, haven't seen any book come close to Marketing Management in terms of sheer scope and depth of coverage of key marketing concepts.

Having said that, as with any tool, its as useful as you choose to make it. Marketing Management will NOT miraculously help you become a better marketer- and honestly, it will NOT help you tackle day to day issues you face on the job. It is a theoretical book- and the very best at that- so use it the way it is meant to be- use it to get a strong grounding in the basic theory of marketing better than you probably can from any other book.

- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing
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