File APIs for Java Developers
Manipulate DOC, XLS, PPT, PDF and many others from your application.
The moose likes Book Reviews and the fly likes Marketing Management by Philip Kotler, Kevin Lane Keller Big Moose Saloon
  Search | Java FAQ | Recent Topics | Flagged Topics | Hot Topics | Zero Replies
Register / Login
JavaRanch » Java Forums » Books » Book Reviews
Bookmark "Marketing Management by Philip Kotler, Kevin Lane Keller" Watch "Marketing Management by Philip Kotler, Kevin Lane Keller" New topic

Marketing Management by Philip Kotler, Kevin Lane Keller

Book Review Team

Joined: Feb 15, 2002
Posts: 959
<pre>Author/s : Philip Kotler, Kevin Lane Keller
Publisher : Prentice Hall
Category : Marginalia
Review by : Valentin Crettaz
Rating : 10 horseshoes
Coming up with innovative ideas is one thing. Figuring out how to sell them and to whom is another completely different matter. These colossal tasks are usually tackled by marketing intelligence which has gradually become one of the most vital ingredient for business success and whose effects profoundly influence our day-to-day activities. In order to succeed, it is vital to recognize that marketing is a subtle mix of both art and science where the creative side of marketing actors must always be in constant tension with their formal side.

Marketing Management is commonly recognized as one of the most authoritative book on marketing. This twelfth edition has been updated with actual and up-to-date content. This book will teach you how to create, communicate and deliver value that meet human and social needs in a profitable way as well as how to grow your customer base efficiently. After a solid introduction of marketing concepts, the authors explain how to analyze consumers, identify target markets, build strong brands, elaborate strategies, create pricing strategies, deliver and communicate value, manage mass and personal communications, create successful long-term growth, develop marketing plans, conduct market research and much more.

This book is suited to both marketing instructors as well as highly motivated marketing students in need of well-organized marketing wisdom. Each of the 22 chapters features a comprehensive and illustrative introduction, a couple marketing insights and memos, good and bad real-world examples, interesting debates and discussion exercises.

More info at
More info at
I agree. Here's the link:
subject: Marketing Management by Philip Kotler, Kevin Lane Keller
It's not a secret anymore!