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This best-selling, brief text introduces marketing through the lens of creating value for customers.
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With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy.
- Sales Rank: #59267 in Books
- Brand: Prentice Hall
- Published on: 2012-01-21
- Ingredients: Example Ingredients
- Format: Abridged
- Original language: English
- Number of items: 1
- Dimensions: 10.70" h x .90" w x 8.40" l, 2.60 pounds
- Binding: Paperback
- 672 pages
- Used Book in Good Condition
Most helpful customer reviews
22 of 23 people found the following review helpful.
Great basic marketing text at a great price!
By A Customer
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!
7 of 7 people found the following review helpful.
lots of info, but not an easy read
By coltsfan1
This book says it is an introduction to marketing but it seems very comprehensive. I am more than halfway through the book and have found this book difficult to read. The author goes to great lengths to describe in very non-specific terms concepts that are not that complex and seems overly wordy IMHO. Also this is a large softcover book, therefore it is very floppy and does not lay easily on your lap or holding it in your hands. If you don't have a desk or table to set this on, you will battle this book while reading it.
5 of 5 people found the following review helpful.
Really interesting read
By Cameron
I have to say, I'm pretty surprised by the 3 star reviews here. This is one of the best textbooks I've ever had to deal with. The book does not seem too fact-heavy at all; it moves through the chapters at an almost conversational pace. It is very well written and pretty entertaining in my opinion. I would open this book to do the assigned reading and find myself reading a segment completely unrelated to the assignment because I was genuinely interested in what it was saying.
This book also seems very up-to-date. I was surprised by some of the examples the book references because it feels as if they'd only happened yesterday.
I suppose this review doesn't really matter because if this is the book your professor chose, you don't really have the luxury of choice. So I guess I'll just end on the note that I really enjoyed this book, and I think that you will, too.
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