Маркетинг менеджмент. Экспресс-курс

by Philip Kotler, Филип Котлер

В этой книге всемирно известный классик маркетинга Филип Котлер в краткой форме представляет все наиболее значительные и интересные положения самой известной своей работы "Маркетинг менеджмент". Автору удалось сохранить полноту и содержательность повествования, живость и образность языка, то есть все то, за что мы ценим труды этого замечательного ученого.
Лаконичность текста позволяет рекомендовать эту книгу студентам вузов, изучающим маркетинг, кроме того, она окажет неоценимую помощь тем, кто хочет знать все о маркетинге, но у кого не хватает времени ознакомиться с полным вариантом "Маркетинг менеджмент. Millenium edition".

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

464 pages, Hardcover

First published December 1, 2004

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

[Sarah · Rating 2 out of 5]

I feel like I ran a mental marathon to get through this. These "Executive MBA" style books where they take a full text and cram the salient points into a smaller form factor without much context or exemplar storytelling are really difficult to read. The density of information is so high that my normally brisk reading pace slows to a crawl and I feel like I have to read the same page over and over again to understand what it's saying. While this book had a lot of good information in it, I'm just glad it's over and can't wait to get rid of it. There has to be an easier-to-digest version of the same information out there somewhere.

[Mikael]

0 tähteä. Piti lukea kouluu varten. Varmaan huonoin (koulu)kirja mitä oon ikinä lukenut

[Julian Dunn · Rating 3 out of 5]

I was initially skeptical of reading a textbook about marketing, but this one is pretty rigorous and covers all the aspects of modern marketing management. I was also heartened to see that its fundamental thesis is that good marketing underpins great companies, and that marketing isn't just about "fonts and colors"; it drives both sales and product management strategy & execution. This shouldn't really be controversial, but especially in the technology field, you would be surprised at the number of product managers (for example) who take the attitude of "product's job is to put products on the shelf, and marketing's job is to move them off the shelf". It doesn't quite work like that -- or, more accurately, it can function like that, but it's not a very effective way of building a valuable company. One chart in particular that shows marketing's function as driving the entire value delivery chain is one that I'll be using whenever I get asked, "so, what is it that you do?"

The only shortcoming of the textbook is that it's quite dry, being that it's a condensed version of a more comprehensive textbook entitled Marketing Management. This also restricts the number of examples that were included, or the depth of each topic. As a "survey" book, it's not bad, but I would have appreciated additional detail. Still, as someone who finds textbooks largely useless, this one did impress me, and while I wouldn't recommend a straight read through (like I did), certain chapters are valuable as reference material for marketers who need to expand their knowledge in a specific area and just need to get oriented.

[Daniel B Grimsey · Rating 1 out of 5]

Do not be fooled! This book will not teach you what you need to know to be a Marketing Manager! It doesn't go into anything deeply enough for you to learn anything at all, other than that there is a lot of terminology in marketing.

At best, this book is a bunch of dot points, trying to summarize in a sentence or two what others have taken whole articles in Harvard Business Review, chapters in the marketing academic journal of your choice, or even entire books explaining (an impossible task). Has anybody ever learnt anything from dot points? (the book itself doesn't actually contain a lot of dots, my point is that the points are little more than "there's this thing called this... but I don't have enough room here to really explain what this is, or why it's important")

At worst, this book is basically a reading list of a thousand other books you'll need to read to understand what's going on.

[Jim · Rating 2 out of 5]

It is a text book. I have found precious few textbooks through the years that I would qualify as "enjoyable" and this text is no exception. It served its purpose in helping me have access to the material required to succeed in a graduate level course. Save for those who need to read it for a course or those who are especially interested in the topic of marketing, I would not recommend this text, especially for leisure reading.

[John]

I find it hard to call this a textbook. It is rather a glossary of terms with an occasional story connecting them. I don't think you can actually learn marketing using this volume, you'll rather get a bit acquainted with the jargon.

Anyhow, I am planning to finish this one, and then will perhaps buy the "real" textbook, which is at 16th edition as I am writing this.

[Stephanie Mccallum · Rating 3 out of 5]

I read this book as part of my first marketing class for my MBA. I didn't find it particularly useful as I often had to supplement my studying with articles just to understand what the book was saying. It was very term heavy with little layman explanation. In terms of understanding how to actually craft a marketing plan, it was not useful.

[Jim Reprogle · Rating 3 out of 5]

Required reading for a class.

[Samuel Mills · Rating 3 out of 5]

Tha book was decent. Very focused on core topics.

[Angela · Rating 4 out of 5]

Intense, rich, robust marketing information in a clear and structured format. Really enjoyed the business use cases and executive summaries in each chapter.

[archana · Rating 4 out of 5]

A valuable resource for academics!

[Seb · Rating 4 out of 5]

Buon libro, di facile lettura, che può essere considerato il riassunto del best seller e punto di riferimento del marketing Marketing Management

[Philip Horky · Rating 3 out of 5]

It’s thorough but also mundane. So many books flood the market with the latest trends in marketing it’s nice to have a book that takes a level headed and quasi-scientific approach to the subject. Still, it was, perhaps, more boring than it should have been.

[Marcella Bongiovanni · Rating 1 out of 5]

Dopo pochi capitoli scrivevo: «per essere un libro sul marketing è incapace di vendere sé stesso. Denso, poco chiaro e che necessita ampie conoscenze precedenti».

Alla fine di una lettura che mi ha onestamente stancato (ho trascinato i piedi per tutto il percorso), non posso che dire "statene alla larga", a meno che non siate degli appassionati della materia.

Ho iniziato questo libro con notevoli pregiudizi, e al termine ne esco con ancora di più. Si, forse, in mezzo alle migliaia di parole ci sono anche consigli di natura più "etica", ma chiaramente il compito del marketing è vendere, vendere, vendere. Vi posso assicurare che, per quanto non mi piaccia questo assioma, non sono così stupida da valutare questo testo sul mio displeasure.

Il problema (come la parola sopra) è che il libro è scritto male, impaginato peggio e la traduzione non aiuta. Si potrebbe intitolare "itanglese alla riscossa".
Non me la prendo con i traduttori, perché se questo è il linguaggio corrente, non è colpa loro. Ma la profusione enorme di termini inglesi, di cui per altro esiste una perfetta resa italiana, è inaccettabile. Rende il testo pesante e più difficile da comprendere.

Gli obiettivi di un canale devono essere definiti in termini di output del servizio. In condizioni competitive, le istituzioni del canale devono organizzare le loro attività funzionali in modo da ridurre al minimo i costi totali del canale fornendo al contempo i livelli di output desiderato.

Non so voi, ma io sono due giorni che ripenso a questa frase e mi chiedo perché devo interpretare/tradurre un testo per poterlo capire. Non sto studiando esoterismo o religioni antiche. (p. 319 per i curiosi)

Una nota finale. Questo volume viene indicato dalla casa editrice come perfetto per studenti. Il problema da porsi è: studenti di cosa? Puoi studiare marketing e non per questo essere o puntare a essere un manager, perché questo è il target. Se stai appena iniziando non è assolutamente per te (ergo non era per me).
Se non hai mai letto nulla sull'argomento, infatti, questo è decisamente il punto errato da cui iniziare.

Non riesco a trovare un solo punto positivo da evidenziare, mi dispiace.

For the English-speaking readers, please read Sarah's review: https://www.goodreads.com/review/show...

[Rob · Rating 3 out of 5]

This was a very helpful book regarding marketing. As an educator and school leader, it helped me to think outside the box. I have not thought very much about the marketing side of education, but this is something that is extremely important for the leadership of private schools. We must be able to market our schools in the community if we are to be successful. This was not an easy read, as it is a textbook and reads like a textbook. It is very business oriented, so I had to really sift through and filter the information to apply it to my profession and role in the school. However, the foundation is good and the practices and ideas are very valuable. This was a great help.

[Katriann · Rating 2 out of 5]

DNF on page 155. My exam is in two days, so I won't have time to read further. Useful for learning basic marketing concepts and terminology. However, I found reading this book exhausting. It's full of lists and terms. The density of information was too much for me. I felt like my brain was about to explode every time I attempted to read this book.

[Kristen · Rating 2 out of 5]

This is my textbook for Fall Semester!

[Monica Pawlan · Rating 4 out of 5]

A very readable yet classic text on everything to do with marketing a business. I recommend it for anyone who wants to better understand what marketing teams do or should be doing.

[Arun Prakash]

https://www.goodreads.com/search?utf8...#

[Ryan · Rating 3 out of 5]

It's a short book, as far as textbooks are concerned, and it covers a ton of material. I'd recommend this book for anyone looking for a crash course in marketing.

[Princess Sarah]

Marketing

[Katie Pesznecker · Rating 4 out of 5]

I actually read ed. 6.

[Olivia · Rating 3 out of 5]

Very dry.

[Melissa Thomas]

So far I think it has too many vocabulary words!

[Daniel Delgado · Rating 2 out of 5]

incredibly dense and dry.

[Clay White]

Classic Marketing.