Free PDF Marketing Management (4th Edition)
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Marketing Management (4th Edition)
Free PDF Marketing Management (4th Edition)
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Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives. Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor.
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Product details
Hardcover: 528 pages
Publisher: Pearson; 4 edition (September 9, 2010)
Language: English
ISBN-10: 0136074898
ISBN-13: 978-0136074892
Product Dimensions:
8.8 x 1.2 x 11.2 inches
Shipping Weight: 2.8 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
54 customer reviews
Amazon Best Sellers Rank:
#92,137 in Books (See Top 100 in Books)
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.
Pros:- Well laid out- Easy to find key terms and summary points- Clear visual examples- Good general overview of possible work areas for a marketing managerCons:- Badly outdated. It poorly addresses Internet concepts due to it's publication date.- Dense. Important information is buried within densely written paragraphs, making it hard to skim for key information
Required for my MBA Marketing Management class. It has a bunch of outdated examples. The information is still relevant but the examples are from around the year 2000, a lot can change in 18 years. Very dry. Not sure why anyone would buy this book unless it was required for your college class. But, if by chance someone is just buying a marketing management book to read in their spare time, I would not recommend this one.
Great book for students and professionals looking for enhancing their knowledge on marketing. It has a mix of theoretical marketing concepts and some popular marketing case studies that are presented in the latter part of each chapter.
Great price and same information as school textbooks.
The book I needed
Ok
this was my school book, it got me an A, but I had to buy it
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