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- Sales Rank: #349858 in Books
- Published on: 2015-01-19
- Original language: English
- Number of items: 1
- Dimensions: 10.60" h x 1.00" w x 8.50" l, .0 pounds
- Binding: Loose Leaf
- 720 pages
About the Author
Philip Kotler, Ph.D.is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including "Marketing Management", the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.
Gary Armstrong is a Lecturer in the Department of Sport Science at Brunel University.
Most helpful customer reviews
63 of 63 people found the following review helpful.
Principles of Marketing by Philip Kotler and Gary Armstrong
By Elijah Chingosho
I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.
"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical 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.
27 of 29 people found the following review helpful.
A Very Good Introduction to Marketing
By Andrae Johnson
This book was the required text for an introductory marketing class I took. It is very detailed and thoroughly explains the basics in marketing techniques. It also incorporates the evolving world of marketing in the face of new technology and e-commerce. It relates the principles of marketing to real companies, such as Amazon.com, Coca-Cola, and Nabisco. It comes with a CD-ROM, but I didn't find it particularly helpful. It simply has some profiles and video footage of companies and the authors. This book also has its own website that provides free practice tests and study guides. If you are totally ignorant about marketing, this is the book for you.
17 of 17 people found the following review helpful.
Before you become a marketer...
By A Customer
This has to be the first book you read about marketing. A prolific chartered marketer and lecturer, Philip Kotler is one is the best known figures in the art and science of marketing. If you can't afford to attend one of his insightful seminars, this book is the second best thing. Together with Gary Armstrong, he has written this bible that every marketing student and teacher should read. Even if you are a seasoned practioner, reading this book can only let you gain more insight. In this latest (millennium) edition, colour photographs, numerous case studies, as well as an interactive CD-ROM with quizzes make this textbook an interesting and easy read. Furthermore, exercises and summaries at the end of each chapter actually make learning marketing concepts fun and enjoyable. Whether you are a beginner or a veteran of marketing, this is a great book not to be ignored.
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