Read Marketing Management by Philip Kotler Online

marketing-management

ber den Autor und weitere MitwirkendeProf Dr Friedhelm Bliemel ist Inhaber des Lehrstuhls f r Betriebswirtschaftslehre, insbesondere Marketing an der Universit t Kaiserslautern...

Title : Marketing Management
Author :
Rating :
ISBN : 379100882X
ISBN13 : 978-3791008820
Format Type : Paperback
Language : Deutsch
Publisher : Sch ffer Poeschel Verlag September 1998
Number of Pages : 280 Pages
File Size : 879 KB
Status : Available For Download
Last checked : 21 Minutes ago!

Marketing Management Reviews

  • None
    2018-10-16 01:12

    Das vorliegende Buch ist als Muß für jeden mit einem Interesse am Marketing zu sehen. Die Autoren Philip Kotler, Inhaber des S.C. Johnson Lehrstuhles für internationales Marketing an der Kellogg Graduate School of Management, Evanston, Illinois, U.S.A und Friedhelm Bliemel, Inhaber der Marketing Lehrstuhles an der Universität Kaiserslautern, erweisen sich als sachverständige Vertreter Ihres Faches. Dabei bietet dieses Werk sowohl für den Theoretiker wie auch für den Praktiker wertvolle Informationen.Der Schwerpunkt liegt dabei auf dem Marketing-Management, jedoch wird im ersten Kapitel ein Überblick über das Marketing im allgemeinen wie auch das Marketing-Management im speziellen gegeben. Des weiteren ist das Buch vor dem Hintergrund der aktuellen Erkenntnisse zur marktorientierten Unternehmensführung geschrieben.So sind im einzelnen Ausführungen zum Kundennutzen und zur Kundenzufriedenheit (Wertkette von Porter u.ä.) , zur strategischen Planung (Portfolioansätze u.ä.), zum Marketingprozeß und zur Marketingplanung, zu Marketing-Informationssystemen und Marketingforschung, zur Situationsanalyse, der Untersuchung und Auswahl von Zielmärkten (Marktsegmentierung), der Planung von Marketingstrategien und -programmen sowie deren organisationelle Umsetzung und Steuerung vorzufinden.Ein besonderes Augenmerk verdienen die zahlreichen Beispiele aus der Unternehmenspraxis, die den manchmal eher zähen Stoff ein wenig "saftiger" gestalten. (Dies ist eine Amazon.de an der Uni-Studentenrezension.)

  • None
    2018-10-22 08:14

    Manche Fachbücher haben das Zeug zum Klassiker. "Marketing Management" gehört auf jeden Fall dazu. Das Buch bietet (im Gegensatz zu ähnlichen Veröffentlichungen deutscher Autoren) ein Optimum an relevanten Fachinhalten sowie pragmatischen Umsetzungshinweisen. Wer immer sich mit Marketing beschäftigt, sollte dieses Buch unbedingt lesen!

  • Daniel Kimes
    2018-10-19 06:20

    I chose to purchase this version because the paperback version was described to be the same text and it was only 10$ more than the hard cover rental. I discovered despite both being the 15th edition, the text is not the same. The case study at the end of CH2 in the US version are CISCO and Intel and in this version they are Emirates and Electrolux. Needless to say, I am shipping it back for the US Version. Don't know how many other differences there are. Also there are multiple statements both on the cover and in the preface stating this book is not supposed to be distributed outside the Indian subcontinent.

  • Regina Davis
    2018-11-10 03:26

    I rented this book for an MBA class I took in this Spring. I have to say that this book is really well-written and engaging (something that can be difficult to find in a textbook). The chapters in the book tended to be very long, but since the content and voice was interesting, I did not mind. What was also helpful were the real-life company examples spread throughout the entire book.

  • WallyD
    2018-11-08 04:35

    The book provides obvious information posed as definitions to make the reader feel that it's more complex. As an MBA student, I've found that not much in this book is useful. The text does not teach you any techniques and methods to help with the generalities it speaks of, it just provides more general information. Here's a helpful example: pg434. Why do products fail? Example answers: Poor timing, shorter product life cycles, lack of organizational support, etc.Seriously, anyone with a brain knows this. Teach us the techniques on how to fix it.

  • jackflaq
    2018-11-10 02:34

    Font is extremely blurry and very small, making it difficult to read. Photos are low quality. Page numbers and chapter number headers are on the inside corners of the pages along the spine where they are nearly impossible to read. It's like they took their loose-leaf version, scanned it (resulting in the blurry text), and printed and bound starting with the wrong page (resulting in the page number problem). Seriously it's really hard to read. They misspelled the author's name on the cover, if that's any indication of the poor level of quality.The spine was also broken, but Amazon is refunding my order (thank you, Amazon) so I can order a new one. I expect even a mint condition textbook will still have the printing problems, though. Really disappointed that I'm required to purchase this textbook.

  • canneb
    2018-11-09 02:36

    I wish I would have read the description more closely. This is the non-US version of the book, which is generally fine, but the chapters don't line up. I think most of the content is the same, but based on the way my instructor set up our course and quizzes, I needed to have the exact US version. If you are just interested in learning about marketing management, the book is sufficient, and the content is good, but if you need it to match with your class syllabus, just beware.