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|  | |  | | | Marketing: An Introduction (9th Edition) | | | | | SKU:
3_0136021131 | | In Stock | | Availability:
Usually ships in 1 business days | | Only 5 left in stock, order soon! | | | | | | This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy. | | | |
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| | Product Details | | Author: | Gary Armstrong | | Paperback: | 656 pages | | Publisher: | Prentice Hall | | Publication Date: | March 02, 2008 | | Language: | English | | ISBN: | 0136021131 | | Product Width: | 2.12 centimeters | | Product Height: | 2.68 centimeters | | Product Weight: | 0.03 pounds | | Package Length: | 10.8 inches | | Package Width: | 8.5 inches | | Package Height: | 1.0 inches | | Package Weight: | 2.8 pounds | | Average Customer Rating: |  based on 39 reviews |
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| | Customer Reviews | Average Customer Review: ( 39 customer reviews )
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Most Helpful Customer Reviews
20 of 21 found the following review helpful:
 Great basic marketing text at a great price! Feb 15, 2001
I use this textbook to teach about 1,500 students per year in my courses. I find the book to be well-written and interesting. More importantly, *many* students tell me that enjoy reading the book. (I can tell you that it is rare to have students providing positive feedback on textbooks that are required reading). Armstrong and Kotler are leaders in the field, and their hardcover book holds the largest market share among U.S. universities. Books don't make it to the 10th edition (or 5th for paperback) w/o being good!
6 of 7 found the following review helpful:
Awesome book Mar 29, 2007
By Ting Hsiung
"xxswishxx"
Great marketing book, even if I didn't have to read it for my class I would have felt that I missed out by not at least skimming it through. Very intriguing and interesting examples of the choices that we make every day and how manufacturers choose which decisions we make to target how things are advertised. I usually hate text books, but this one is a keeper.
2 of 2 found the following review helpful:
 Relatively good textbook Dec 17, 2005
By Steve Grey
"Steve Grey"
Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work.
The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn't a bad thing, as it puts some of the principles into a realistic context.
As for being boring- well, it's a text book!!! I'm sure there will be an 'Idiot's Guide to Marketing' out soon, which may satisfy the more facile of readers.
3 of 4 found the following review helpful:
Practical & neat Mar 28, 2005
By Ilaxi S. Patel
"Editor, kidsfreesouls.com & Author of Guardian of Angels"
This book is show-cased in my office library cupboard since years! No wonder it says about early Marketing strategies and the authors Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to wirting an introductory marketing text. They make the complex world of marketing practical, approachable and enjoyable. Both the award winning authors have from its Part One itself, clarified Understanding Marketing and the Marketing Management Process. Further they focus on analyzing marketing opportunities, marketing research and information systems and environment and then how to go about selecting Target markets. The ongoing chapters include on designing products, brands, packing, services, pricing strategies and so on - in short to promoting in the market with complete know how on recruiting to motivating sales team and grabbing end results. The book has pretty good illustrated pics with courtesy from Hewlett Packard, Proctar and Gamble, Redbook Magazine, Gulfstream Aerospace, General motors, century city hospital and so on. There are very good graphs and Exhibits/ topics with questions for discussions, key terms, references and case studies like Nike, Inc., Tupperware, Proctor and Gamble, etc. The International Market chapter has objectives to:
1. Discuss how foreign trade, economic, political legal and cultural environment effect a company's international marketing decisions.
2.Describe three approaches to entering foreign markets.
3.Explain how companies might adapt their marketing mixes for foreign markets
4. Identify three forms of international marketing organization.
However, I feel, in present scenario with examples of kodak, macdonald, coca cola, etc. a lot of international marketing depends on many factors. The Glossary is too alphabetically in order and so is the Subject Index - both make it very easy for easy glance read topics that becomes too handy a reference. Good for Office racks and serve as Reference Book too : A casual glance Reading too!
4 of 6 found the following review helpful:
Good but nothing special Jan 11, 2008
By Sue S.
"Sue"
I used this for a curriculum design class. It is very readable but not extrodinary. If you want to inspire your students, I would suggest augmenting it with selections from other books (popular books on consumer psychology,etc.) which is what I did. For a basic marketing class, it will be fine.
See all 39 customer reviews on Amazon.com
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