Principles of Market - Couverture souple

Kotler

Couverture souple

ISBN 10 : 0137216890 ISBN 13 : 9780137216895

Editeur : Prentice-Hall, 1993

Synopsis

This text offers coverage of: finding competitive advantage and differentiating the marketing offer; global marketing; the impact of a united Europe in 1992; service marketing strategy; integrated direct marketing and database marketing; geodemographic segmentation; micromarketing; speed as strategy (turbomarketing); brand and category management; environmentalism and "green" marketing.

A propos du livre

Revue de presse

What reviewers are saying about Philip Kotler and Gary Armstrong's recent work (Principles of Marketing and Marketing: An Introduction):

"I have aggressively sought to utilize various assessment tools in my curriculum and have been very pleased with the Armstrong/Kotler support and value-added materials. I find the students often list them as "MOST HELPFUL" in course evaluations." ― Temple University reviewer

"I think Kotler and Armstrong really have a tiger by the tail in emphasizing relationships as their dominant theme... Their new emphasis on relationships and the new digital age are consistent with my high-tech, high-touch approach to marketing." ― Tulane University reviewer

"The authors do a superb job of covering customer value. It is certainly a conspicuous cornerstone of the book. The concept is well integrated in each chapter I that I reviewed." ― University of Southern Mississippi reviewer

"The value creation underlying theme is excellent. The section on brand strategy is thorough, provides good examples, and students can relate to it." ― County College of Morris reviewer

"Great idea to place positioning in with the product - FINALLY a book that did this!" ― Southern New Hampshire University reviewer

"This text is one of the best overall undergraduate marketing texts I have seen, because it incorporates more real-world applications of marketing concepts than any others I have used. This text does a good job of presenting marketing theory that is based on academic literature without excessive jargon or 'lists' that students think they should memorize. The videos and cases go well with the material." ― George Washington University reviewer

"The strengths of Kotler and Armstrong are that the focus is on the customer, which is very important and they define marketing in an understandable manner. I think they use excellent examples.... I am impressed." ― Montgomery Community College reviewer

"Kotler and Armstrong have stayed contemporary with everything going on in the field." ― California State University, Northridge reviewer

"The authors offer appropriate organizations and marketing efforts as examples and illustrations, and they have done a superb job of accounting for the current and emerging trends in a discipline that is characterized by rapid change." ― Eastern Kentucky University reviewer

"The CRM topic is given better coverage than in our present text." ― Milwaukee Area Technical College, Mequon Campus reviewer

"I do applaud the authors' practice of clearly delineating chapter objectives up front, followed by a review of the objectives/concepts at the end of the chapter - I like this continuity." ― University of North Florida reviewer

"Good focus on digital issues and relationships throughout the text...The content is very good...The examples are current and applicable to this age group of students." ― Western Michigan University reviewer

"Segmentation is a key chapter in my course. Kotler and Armstrong are superior in their coverage of this material...I feel my students would be better off with Kotler and Armstrong's text." ― Murray State University reviewer

"Kotler and Armstrong is quite refreshing, as it draws the reader into the fascinating areas of marketing via the use of real life examples right off the bat. My current text just starts by explaining theory with a few scattered examples, and many flow charts and graphs." ― University of Utah reviewer

"I particularly think that Kotler and Armstrong's text is far superior to [my present text-in-use] relative to the "What is Marketing?" section in the first chapter....I love the diversity of products and companies chosen for the company examples and cases; examples of companies that all ages can relate to and that are of interest to YOUNG PROFESSIONALS. [Present text-in-use] uses too many "stereotypical" college products, not giving students credit for being interested in other than." ― Texas State University reviewer

"...we might seriously take a look at Kotler and Armstrong." ― University of South Alabama reviewer

Biographie de l'auteur

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text.  Professor Kotler is one of the world’s leading authorities on marketing.  Professor Armstrong is an award-winning teacher of undergraduate business students.  Together they make the complex world of marketing practical, approachable, and enjoyable.

 

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.  He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics.  Dr. Kotler is author of Marketing Management (PrenticeHall), now in its twelfth edition and the world’s most widely used marketing text book in graduate schools of business worldwide.  He has authored dozens of other successful books and has written more than 100 articles in leading journals.  He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. 

 

Professor Kotler was named the first recipient of two major awards:  the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing.  His numerous other major honors include the Sales and Marketing Executives InternationalMarketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and thePaul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing.  In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.

 

Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute.  He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing.  He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

 

Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.  He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University.  Dr. Armstrong has contributed numerous articles to leading business journals.  As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. 

 

But Professor Armstrong’s first love is teaching.  His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill.  He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program.  His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others.  He works closely with business student groups and has received several campuswide and Business School teaching awards.  He is the only repeat recipient of school’s highly regarded Award for Excellence in Undergraduate Teaching, which he has received three times.  Professor Armstrong recently received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.

Détails de l'édition

• Éditeur: Prentice-Hall
• Date d'édition: 1993
• Langue: anglais
• ISBN 10: 0137216890
• ISBN 13: 9780137216895
• Reliure: Broché
• Numéro d'édition: 5
• Nombre de pages: 688
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible