Marketing

by Philip Kotler, Kevin Lane Keller

Najnowsze zmienione i uzupelnione wydanie biblii marketingu Philip Kotler to fenomen czlowiek instytucja i naukowiec ktorego wplyw na rozwoj i popularyzacje marketingu trudno przecenic Jest profesorem marketingu miedzynarodowego w Kellogg School of Management laureatem licznych nagrod Opublikowal ponad sto artykulow i wiele ksiazek znanych rowniez w Polsce Z jego wiedzy i doswiadczenia korzystaly min takie firmy jak IBM Ford GE Michelin ATT i Bank of America Kevin Lane Keller jest obecnie uznawany za jednego z czolowych badaczy akademickich w dziedzinie marketingu Jest profesorem marketingu w Tuck School of Business autorem ponad dziewiecdziesieciu prac naukowych Doradzal tak znanym firmom jak min American Express Levi Strauss Procter Gamble i Disney Marketing fundamentalne dzielo Kotlera ktorego najnowsze wydanie wspoltworzyl Keller od ponad czterdziestu lat jest biblia menedzerow nieustannie wzbudzajaca emocje Podstawa tego wydania jest najnowsza zmieniona i uzupelniona czternasta edycja amerykanska z 2011 roku Glownym celem zmian bylo stworzenie jak najbardziej wszechstronnego i aktualnego podrecznika uwzgledniajacego zmiany w otoczeniu marketingowym firm oraz wyzwania zwiazane z kryzysem gospodarczym Tak wiec traktuje on o zagadnieniach skladajacych sie na nowoczesne przystosowane do realiow XXI wieku zarzadzanie marketingowe obejmujacych budowanie strategii i planow marketingowych docieranie do trafnych ustalen badawczych i skuteczne mierzenie efektow dzialan utrzymywanie kontaktow z klientami budowanie silnych marek ksztaltowanie ofert rynkowych dostarczanie i komunikowanie wartosci oraz tworzenie podstaw dlugofalowego wzrostu Umiejetne laczenie teorii z praktyka oraz mnostwo najbardziej aktualnych przykladow z zycia to dodatkowe atuty tego wydania

Genres: Business, Textbooks, Nonfiction, School, Management, Reference, Academic

848 pages, Paperback

First published May 1, 1984

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Oleksandr Golovatyi · Rating 4 out of 5]

This book is already a classic introductory course on marketing. The book contains many detailed examples and diagrams. The author tried to fully describe the essence of marketing, what it is and why it is needed. The book in places is read a little boring, probably this will be the only one drawback. In general, the book is not bad for familiarization and introductory course on marketing.
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Данная книга является уже классическим вводным курсом по маркетинку. В книге множество детальных примеров, диаграмм и схем. Автор попытался максимально полно описать суть маркетинга, что это такое и для чего он нужен. Книга местами читается немного нудновато, наверное это будет единственным недостатком. В общем книга не плохая для ознакомления и вводного курса по маркетингу.




I read this book on Google Books twice faster by
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[Phoenix2 · Rating 3 out of 5]

Wow, this was a big one. But it covered many aspects of the marketing and for someone who never had any past experience with the subject, this book helped a lot. The examples are plenty and I especially liked the small homework - problems it had in the end of each chapter.

[Kristy Buzbee · Rating 4 out of 5]

A little heavy on the buzzwords, but was significantly more interesting and easy to read than any of my other textbooks this semester.

[Mikhail Konstantinov · Rating 4 out of 5]

Все таки дочитал этот талмуд. Особенно забавно было читать предисловие от советского издательства, признающих со скрипом, что у "них" может быть хорошо.
Разобраны по полочкам все маркетинговые и околомаркетинговые понятия.
"Цель марктинга - сделать усилия по сбыту ненужными". "Продавайте не бифштекс, а его аппетитное шкворчание на сковородке".
Немного затянуто, но неплохо для книжки, которой несколько десятилетий.

[Artyom · Rating 5 out of 5]

Прекрасное пособие по маркетингу. Общие положения рынка описаны таким лаконичным и понятным языком, что книга остается актуальной и сегодня – спустя более 30 лет! Рекомендую всем, обязательно сохраню на книжной полке

[Surikcha · Rating 5 out of 5]

have not read yet, but believe very helpful for beginner students who's goona study marketing!

[Цветомира Филипова · Rating 4 out of 5]

Oh God! I finished it yesterday and I was celebrating up until now 😄 This book is enormous! It took me so long to read it that at some point it was torture. It was so slow, because it's that big - I would read for 2 hours and then see that I've only read 15 pages. Literally! But I'm really glad I've read it. I have a bachelor's degree in International economic relations and this autumn I'm starting my master's degree - Marketing communications, so it was important for me to prepare well and have good funfamental knowledge of marketing. I'd definitely recommend it for marketing beginners, but if you want something that has more depth and goes into detail about branding and social media marketing, you'd need something else. I guess that's why I give it 4 stars, I missed that, even though facebook and social media marketing were just being born when this book was writen and so I understand they couldn't go in so much detail about that, because some things didn't exist yet.

[Westveil Books · Rating 5 out of 5]

This is a very thorough introduction to marketing theory and practice, and although this was a core program course for me and not where I want to take my career, it was definitely an entertaining and enjoyable textbook to read for a course I didn't really want to be in. I appreciate all of the real-world examples of big and small companies putting all of these concepts into use. I studied using the eBook version and I greatly appreciated the pop-up definitions feature on all of the glossary words and terms.

[Karen · Rating 3 out of 5]

Geeft goed overzicht van wat marketing is. Moeilijke begrippen worden niet altijd even duidelijk uitgelegd voor een beginner. Een aantal keer worden er dingen als oorzaak-gevolg benoemd die ook anders geïnterpreteerd kunnen worden. Handig: consequente opbouw en begrippenlijst achterin.

[Grigory · Rating 4 out of 5]

A great book which teaches you to think about marketing in a holistic way. The biggest takeaway is that marketing isn't mostly advertising and pricing. working on the product itself for marketing is even more important

[Fleur · Rating 3 out of 5]

3.5

[he chow · Rating 1 out of 5]

垃圾。

中共國本土案例不是詐騙的鬼牌，就是仍在詐騙的路上等著下地獄。
編者不尷尬，讀者有什麼好尬的。

[Maggie Zeng]

Interesting introduction to understanding marketing and business in relation to people and target demographic demand; very capitalist, much western ideology

[Kibulbul]

Marketing

[Kacper Puchała · Rating 4 out of 5]

To było największe wyzwanie. Bardzo dobra książka, niestety niektóre elementy są nieaktualne.

[Paul W · Rating 3 out of 5]

It had some interesting parts, and some really useful info, but it also had long stretches where there was nothing interesting at all.

[Hiba Mahmood]

its interesting

[Hugo Fostin Hokianto · Rating 5 out of 5]

This book serves one single purpose. To give the readers a brief yet lengthy explanation of what marketing truly is about, and how to do it. This is a must read textbook for people who are pursuing in marketing career and possibly, for people who are studying marketing. My college course on marketing uses this book as a reference, and I completely understand at least 90% of the book, thanks to the explanation in the book that's provided on the book. Although my course ended a month ago, with the semester ends, I finished reading the rest of the book and I'm happy to say that this book gives me the basics of what marketing is.

Great book for studying, very recommended for everyone who wants to get their hands into the topic.

[David Roberts · Rating 4 out of 5]

The book i read to research this post was Marketing: An Introduction by Philip Kotler et al which is a very good book which I bought from a car boot sale. This book was published in 1987 so for example doesn't contain anything about online advertising. It is a specially low priced book aimed at the student market and does a credible job of explaing the basics of marketing. Marketing is a lot more than simply selling stuff, as it encompasses things like pricing, customer care and after service, not to mention advertising and branding. An interesting example of how marketing could would was the merger of Dart & Kraft Foods in the early 80's where the latter wanted to diversify away from foods which could be a volatile market. Both companies had a wide range of products with Dart tending to do household products like superglue for example. They poured money into the lines that were profitable and saw there profits increase and the lines that weren't making money they sold. The latter happened to such an extent many questioned whether the merger was a good idea but the share price for Kraft went up 5 fold between 1982 and 1986. Many large companies have specialists in things like PR, advertising, branding as well as marketing and I think they are the kind of people who should read it. The book is almost 600 pages and while it is a bit dated is certainly interesting. I quite enjoyed reading it and if like me you see it being sold cheap is a good buy.

[Carlos Tavera · Rating 4 out of 5]

I had never enjoyed a textbook so much!

Its current examples about how leading brands apply the principles of marketing and value generation described in the book to real market scenarios are really insightful. It is easy to read and to study, thanks to its in page summaries of key concepts and chapter summaries.

Again the examples for every chapter are remarkable and the case of Boston Pizza along the entire book provides an excellent and familiar context.

The only negative aspect in my case is that the MyMarketingLab key didn’t work during the entire semester, so I felt disappointed with my over $100 investment. I understand this is in no way the authors fault, but publisher Pearson Educacion should take more seriously their customer service regarding these tech resources that are supposed to expand the learning experience rather than crippling it.

I didn’t get a single reply to my emails during the entire semester. Really Mr. Armstrong consider a different publisher for next edition. These guys a throwing to the waste all the effort you put together to come up with the online resources, because as far as I know many students in my course were not able to accès to them.

[Reena · Rating 5 out of 5]

ppl cal it " bible of mrkting" n i totally agree...it IS... whoevr wana study or wana knw wt is mrkting ( sales n mrkting is diff...sales is a part of mrkting..nt mrkting itself) shld read dis book ( telling u a shortcut...jus go thru d index u il undrstnd mrkting isnt a piece of cake) whnevr i need to refresh any theory or any funda of mrkting i quickly opn dis book den google it...a mus hv/read fr any managemnt proffsnal...evn if one nt wrking in mrkting dptmnt..

[Lisa ishier · Rating 5 out of 5]

Goed boek. Eigenlijk een studieboek voor ieder die zich in marketing wil verdiepen. Er wordt niet heel erg ingegaan op trends en ook het hoofdstuk 'marktonderzoek' is heel kort, maar boek vormt de basis voor je kennis en, zoals de titel al doet vermoeden, de essentie van marketing.

[Dwight Walker · Rating 5 out of 5]

Advanced and thorough marketing book for students or small businesses in Australia in late 1990s. It has excellent training and all the right concepts. I learnt a lot. There are plenty of good diagrams to explain difficult concepts.

[Anthony Djoewanda · Rating 5 out of 5]

Essential book for learning and reviewing Marketing fundamentals. This was the textbook used for my Marketing 101 course during my undergraduate study. It gives a good overall introduction about the field, what marketers do, and different areas to specialize.

[Chiel · Rating 3 out of 5]

Kotler, the essentials... de traditionele marketing in een notedop. Een samenvatting van een samenvatting. Handig boek om het essentiele te leren voor een opleiding, meer niet...

[Mathias · Rating 5 out of 5]

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[goei.shimon · Rating 4 out of 5]

Good general read up on introductory marketing.

[Allison · Rating 3 out of 5]

This was a pretty good textbook as far as textbooks go. The examples were current and the reading was fairly easy. The chapters seemed pretty long, but it is a textbook after all.

[Linda Bourget]

Marketing

[Kirsten · Rating 4 out of 5]

It's a marketing book ....