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Paperback International Edition Table of contents: Chapter 1. Marketing and the Job of the Marketing Manager Chapter 2. A Strategic Marketing Framework Chapter 3. Marketing Research Chapter 4. Analyzing Consumer Behavior Chapter 5. Organizational Buying Behavior Chapter 6. Market Structure and Competitor Analysis Chapter 7. Product Decisions Chapter 8. New Product Development Chapter 9. Pricing Chapter 10. Communications and Advertising Strategy Chapter 11. Sales Promotion Chapter 12. Channels of Distribution Chapter 13. Customer Relationship Management Chapter 14. Direct Channels of Distribution: Personal Selling and Direct Marketing Chapter 15. Special Topic: Strategies for Service Markets

• Sales Rank: #198123 in Books
• Published on: 2010
• Binding: Paperback

Most helpful customer reviews

4 of 4 people found the following review helpful.
Poorly edited and badly outdated
By Jeffrey Cedeno
The fourth edition of Marketing Management exemplifies everything that could possibly be wrong with a textbook. Numerous inaccuracies, grammatical errors, and general disregard for current marketing and product trends run rampant throughout the text and its examples.

I work in web marketing for a living and used this textbook for a graduate level program. I was astounded that the text claimed to have been updated in 2011 as it contains countless examples of unsuccessful products, campaigns and companies that failed to materialize, lost money or market share, and in extreme cases have gone bankrupt since the book was first written. These poor examples are all listed as innovative ideas from industry leaders because the editors never bothered to remove them.

The editors' attempts to update the text simply include adding new case examples as one-paragraph interjections at each new publication, which is laughable considering that many of these examples (think Kodak and Blackberry) collapsed due to poor marketing and planning. Unfortunately, these updates only serve to make the book overly dense through case after case of partial, incomplete data that does little to translate to what constitutes success or failure in marketing. Charts that were obviously inserted at revision points were never updated and needed to be modified or replaced for the 2011 edit. Unfortunately, this did not happen and students who don't know better will suffer as a result.

Concepts in this book may have been valuable ten years ago but its poor editing and overly dense, outdated material does a poor job addressing the digital revolution as anything but a storm on the horizon. The marketing industry should discourage and professors and students from taking this text seriously until it is rewritten from the ground up.

0 of 0 people found the following review helpful.
Not my favorite option
By Amazon Customer
The lay out of the book and the information is not user friendly. It could be better written with less complicated verbiage. I am not a fan at all.

0 of 0 people found the following review helpful.
This was a mandatory book for my marketing class, ...
By Lindsay
This was a mandatory book for my marketing class, but seems to be written clearly enough to do well in the class.

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