Principles of Marketing (Principles of Marketing)

Principles of Marketing (Principles of Marketing)
Average customer rating:

Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts

Very Helpful !!

MKT 301 - Textbook

Principles of Marketing by Philip Kotler and Gary Armstrong

Principles of Marketing (Principles of Marketing)
Philip Kotler , and Gary Armstrong
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books
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ASIN: 0131469185

Book Description

The 11 ^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Customer Reviews:

Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts.......2006-09-28

Principles of Marketing by Philip Kotler continues to be an excellent marketing reference. The 11th edition (2005) is an impressive example of good organization and instructional thoughtfulness. Principles of Marketing is an excellent, enjoyable, and practical book that sheds light on what marketing really means in the US and Global environments.
Reviewed by: Adam Platts, Northridge

Very Helpful !!.......2005-10-24

Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.

MKT 301 - Textbook.......2005-09-06

The same great quality of a hardback in a paperback for less then half the price. Who can beat that?

Principles of Marketing by Philip Kotler and Gary Armstrong.......2005-08-05

I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.

"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.

This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet.

The Tipping Point: How Little Things Can Make a Big Difference

Average customer rating:

Behavior Patterns, Stickiness?
Easy read
Critical Phase Transition
BLAH BLAH BLAH
Not a good book

The Tipping Point: How Little Things Can Make a Big Difference
Malcolm Gladwell
Manufacturer: Back Bay Books
ProductGroup: Book
Binding: Paperback

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

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Blink: The Power of Thinking Without Thinking
Freakonomics [Revised and Expanded]: A Rogue Economist Explores the Hidden Side of Everything
The World Is Flat [Updated and Expanded]: A Brief History of the Twenty-first Century
Good to Great: Why Some Companies Make the Leap... and Others Don't
The Wisdom of Crowds

ASIN: 0316346624

Amazon.com

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.

Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan

Book Description

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan

Customer Reviews:

Behavior Patterns, Stickiness?.......2007-10-23

This is an interesting study of behavior patterns. The author gives the reader plenty of statistics without the usual dryness. The first example about the hush puppies was odd & overblown. But, the example of why we remember Paul revere instead of William Dawes was logical enough, the former simply knew far more people. The author has a fine ability to draw a connection{James Burke like} between things that appear totally different & yet they intersect. The focus of the book is that there are three points that converge to bring about big changes in society. They are the idea, the folks involved, & the situational environment when it reaches a "tipping point." He classifies these people into three groups, connectors, mavens, & salespeople. The former are the most curious & adaptable. The second are those who desire & have knowledge, while wishing to help others. The latter is obvious, salespeople are great persuaders. Without them we would not have an economy. When these three groups combine their talents societies can change for the better. I think his best point was in the crucial importance of gathering "empirical data about ideas, rather than relying on assumptions & theories." A very different sort of read, that I don't hesitate to recommend.

Easy read.......2007-10-23

I really enjoyed this book, it is a unique and valuable read for anyone who wants a different point of view of the everyday things that we do that can end up making a big difference. I found this easy to read, the stories within are entertaining and captivating. I am also reading BLINK, Gladwell's other book. They are both really fun to read and encourage you to get involved with some creative thinking about the world, how it works and how we work in it. I highly recommend both of them.

Critical Phase Transition.......2007-10-23

The phenomenon is the same everywhere in nature. A critical phase transition looks the same, whether it is an outbreak that becomes an epidemic, a stock that becomes the next Google, or a symbolic act that unleashes a cultural transformation. There is always a highly turbulent period and then a point of bifurcation . . . and then the shift. Mavens, connectors, salesmen . . . these are the word of mouthers that create the critical mass. These are the people to influence. This book really lit a fire in my mind.

also read Superperformance

BLAH BLAH BLAH.......2007-10-20

boring book, and many of the example he uses to prove this theory dont do that. For every example that seemed to make sense, there was another he used that didn't.

Not a good book.......2007-10-18

This is not a good book. The author tries to make the book longer by talking about the same simple idea again and again. Just search on Google and you will get all the ideas in the book. I am not recommending anyone to buy this book.

Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)

Average customer rating:

Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)
William D. Wells , Sandra Moriarty , and John Burnett
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

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ASIN: 0131465600

Average customer rating:

always as a reference and as a guide
Confusing
Relatively good textbook
You listed the wrong edition
Marketing Book

Marketing: An Introduction, 7th Edition
Gary Armstrong , and Philip Kotler
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Paperback

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ASIN: 0131424106

Book Description

This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value for customers in order to capture value from customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

Customer Reviews:

always as a reference and as a guide.......2007-05-15

My Profile. 43 yo (and getting beter) beginer enterpreneur

being in sales its easy to forget the big picture and jump to the marketing context frame, where sales is a thoughtout consecuence

this book is fundamental and complete for all this those issues you are faced to deal in your everyday life... I am focusing this review on those technical product and services taht do ot fit the mass marketing comcepts, still the fundamental are here

pleanty of diagrams and case studies.

Confusing.......2006-06-19

I have been teaching second year university business students (4-year program) and for the past three semesters have been using this book (7the edition international). Hopefully, this will change soon. Although the examples are interesting and the illustrations are understandable, I found that it was very unhelpful of the text to keep writing things like "products and services" when I had just finsihed explaining that services are actually a type of product. Another similiar example was the use of "marketing and advertising".
The lax use of terminology in a text which is supposed to be an introduction to the subject was surprising. After all, this is where they are supposed to learn the basics on which to build, and use of the correct terms is vital.

Relatively good textbook.......2005-12-18

Kotler and Armstrong always produce lucid, succinct books on Marketing and Marketing Management. As a lecturer in the Business/Management area, I use these books in the course of my work.
The content is good, with a lot of diagrams and flow charts, and the case studies are many, which isn't a bad thing, as it puts some of the principles into a realistic context.

As for being boring- well, it's a text book!!! I'm sure there will be an 'Idiot's Guide to Marketing' out soon, which may satisfy the more facile of readers.

You listed the wrong edition.......2005-10-04

The edition you sent me was the 6th edition, not the 7th. I think you need to clarify in the future on the exact edition, even if the SKU number is the same.

Marketing Book.......2005-09-08

This was a very good deal on a book that is in good condition. It would have been nice to know that it was the International Version, but it is the same quality as the US version, so this was not a problem.

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb

Average customer rating:

Good intro to IMC
From a Marketing Student
Extensive in theory but current and entertaining
An awesome book!

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb
George E Belch , Michael A Belch , George Belch , and Michael Belch
Manufacturer: McGraw-Hill/Irwin
ProductGroup: Book
Binding: Hardcover

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ASIN: 0072866144

Book Description

Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.

Customer Reviews:

Good intro to IMC.......2005-09-22

I am reading this book for a Marketing class and I love it. I have used other books by the authors and they are very good. It's a good read and not to boring. You can tell the authors make an attempt to keep the material relevant.

From a Marketing Student.......2002-11-24

One of my marketing classes is using this book. I have experienced so much PAIN reading this book that I have to give it a 3 star to release my frustration. The chapters are extremely long. The overall concept of the book is good. There are also interesting facts and exhibits, but sometimes the book keeps repeating itself. For example, in Chapter 16 Sales Promotion, the authors talk about consumer franchise-building promotions. The same concept appears later on in the chapter over and over as individual paragraphs. I understand that a lot of the marketing concepts are interrelated, but they can be expressed much more efficiently.

Extensive in theory but current and entertaining.......1999-11-10

This book is theoretical and full of examples of applied theories of advertising. It is presently being used at an AACSB accredited University in the Marketing department and students do enjoy it because of its current content and entertaining format.

An awesome book!.......1999-09-28

I have just completed reading Advertising and Promotion: An Integrated Marketing communications Perspective by Belch and Belch. I found it to be the best source of information available on this topic. The text is extremely comprehensive, yet very interesting to read. At my job as a marketing director, this book is invaluable. I strongly recommend it to anyone who wants to learn how to develop an integrated marketing communications plan. I will also suggest it to my advertising agency.

Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales

Average customer rating:

Great advice (if you can assimilate it)
excellent, customer oriented common sense
should be a textbook for sales classes
Eye-opener and Instant Results Obtained

Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales
Linda Richardson
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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Close the Deal: 120 Checklists for Sales Success

ASIN: 0070525587

Book Description

In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.

Download Description

Customer Reviews:

Great advice (if you can assimilate it).......2001-05-25

The problem with any "how to sell" book like this is, until you can integrate the advice given here so that it comes naturally to you, you will sound as mechanical and forced as some of the "tellers" Richardson criticizes. I used to sell big-tiicket business-to-business, and I can say the advice here is timeless: engage your customer, identify what your customer's needs are and position your product so that the customer realizes that your product meets their needs. Of course, if the customer doesn't need your product, then maybe you need to learn some of those "hard-ball sales" techniques (or find a better product!). No amount of customer empathy, listening, or product positioning will help you overcome a customer-product mismatch. Which brings me to a point: although Richardson argues against this, I think playing hardball has a place in negotiations; remember, the party you are negotiating with doesn't always have to feel warm and cozy inside in the process. A true persuader will know when to be soft and fluffy and when to apply the pressure.

Also, the whole paradigm-replacement languuage ("we are moving into a new age of selling...") is corny. The advice Richardson is giving is not new or revolutionary, as she claims. But she has succeeded in organizing a lot of really good sales principles in a clear and coherent way which can easily be appreciated by readers.

I read this book together with Richardson's "Selling by Phone" and frankly, one is just a rehash of the other. Richardson copied entire paragraphs from one in writing the other. So save your money and buy just one of the two. But if you are an accidental salesperson, or even if by trade you are not a salesperson but you are occasionally called upon to negotiate (maybe you are a lawyer or a manager) Richardson's books will be a refreshing introduction to the discipline of negotiation and persuasion.

excellent, customer oriented common sense.......2000-07-08

After reading plenty of those "say what I say, exactly as I say it" sales books, none of which I found truly helpful out in the field, this book was like a breath of fresh air. Easy to read and easy to adapt to personal styles it is a treasure trove of good advise. If you actually care about your customers and want them to return to you on a regular basis, this is the book for you.

should be a textbook for sales classes.......2000-06-09

From my many varied experiences, I realize that I just don't like selling, but when I was trying to bone up on my sales skills, I found this book to be the most useful. It is heads and shoulders above other books on the subject and it was so intersting that I probably read it cover to cover in a day or two. The advice is extremely practical and you are learning great principles of selling. You are not learning a bunch of closing dialogues that only work for the person who invented them. Easily digested, the principles allow you to adjust your approach in mid-sale because you are asking questions whose answers will tell you what you need to do or say next (positioning.) Tons of great info here. It should really be a textbook for sales classes.

Eye-opener and Instant Results Obtained.......2000-04-01

I manage a distributor sales force throughout the U.S. and Canada. After reading this book (actually WHILE reading this book) I applied the information and witnessed immediate success, as did my sales reps. The information is direct, common sense, well presented, easy reading and entertaining. It is not full of 'theory', but actual 'meat' that can be applied each day after reading even a chapter or two the night before. I am buying books for each of my reps and feel it is one of the best gifts I could ever give them. Well done!

Selling the Invisible: A Field Guide to Modern Marketing

Average customer rating:

If you sell a non-tangible product or service, buy this book
Short and Easy to Read
Not your typical book on selling.
Can't go wrong reading this one!
Selling the Invisible: The Art of War

Selling the Invisible: A Field Guide to Modern Marketing
Harry Beckwith
Manufacturer: Business Plus
ProductGroup: Book
Binding: Hardcover

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Advertising | Marketing & Sales | Business & Investing | Subjects | Books

What Clients Love: A Field Guide to Growing Your Business
The Invisible Touch: The Four Keys to Modern Marketing
You, Inc.: The Art of Selling Yourself
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

Accessories:

Business Plan Pro 4.0

ASIN: 0446520942

Amazon.com

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

Book Description

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

Download Description

You can't touch, hear, or see your company's most important products. . . . So how do you sell, develop, make them grow? That's the problem with services.

This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:
*Why focus groups, value-price positioning, discount pricing, and being the best usually fail
*The vital role of vividness, focus, "anchors," and stereotypes
*The importance of Halo, Cocktail Party, and Lake Wobegon effects
*Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn
*Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention . . . and much more.

Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples--from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.

The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance readers call it the best book on business ever written.

Customer Reviews:

If you sell a non-tangible product or service, buy this book.......2007-08-06

It is much easier to sell a book than it is to sell life insurance. Why? Because the customer can hold and touch and see the book. You can't hold, touch or see insurance. (The policy is not the insurance.)

Beckwith understands selling intangibles better than anyone and he tells how in this book. It is in my top ten of business and marketing books for people who sell services. Even if you sell products, you will learn some valuable information. Well worth the money.

Short and Easy to Read.......2007-05-17

This book was suggested reading by our Marketing Department. As an Engineer, I decided to read it to find out more about marketing. The book was easy to read and understand. It summarized the basics of good client service. Most things were obvious, but probably not done nearly enough. For example, the book recommended thanking your clients as often as possible.

Not your typical book on selling........2007-03-07

This is one of the best books I have ever read on the subject of selling a service or services.

My company is a small-time operation. I own a computer service and repair business. Essentially, I am the company. That's why this book is perfect for me.

Beckwith's guide taught me what is most important about what I do and how to focus on that, and then sell it. It also showed me what customers look for, what they don't care about, and the benefits of knowing these things.

If I could go back in time and give myself a copy of this book when I was just starting out, my income would probably be double what it is today. Simply purchasing this book and making a few minor changes has already made a huge difference the bottom line.

Can't go wrong reading this one!.......2006-12-27

This is another one of those classics. The fundamental message is timeless, and while some of the companies mentioned have changed the lessons behind the stories are still relevant. The book is made up of a series of anecdotes that each delivers a punch, consisting of good solid advice. Harry was ahead of his time offering insights on the "new" world of service in 1997 when the book was published, and offering that even service companies have brand equity to care for. There are good essential marketing skills included here that many of us may have forgotten. I reread this book again recently and was reminded of a few things that are worth re-applying to my own marketing efforts and the work I do for clients. You can't help but become a better marketer after reading this.

Selling the Invisible: The Art of War.......2006-09-05

Harry Beckwith's Selling the Invisible reminds me of Sun Tzu's The Art of War in that it is not so much a manual on its subject as it is a primer on how to think about its subject. Knowing nothing of service marketing when I started to read it, I found many of its precepts counterintuitive (selling relationships?) but with the numerous examples aided by my own observation of the things Beckwith talks about, my eyes were opened in a way Sun Tzu's first readers must have been. Beckwith understands the core of service marketing is the service itself and focusing on the consumer's needs, not clever marketing designed to separate the customer from his cash or dazzle him with an empty sales pitch for unwanted products (take notice, Apple). This relationship to the customer and understanding his or her needs defines the successful business and indeed IS the successful business. Beckwith illustrates this with many practical strategies relevant to any service business.

Average customer rating:

Not worth the money
smooth transaction, exact product, nice&easy supplier
Not what I expected
All you need for Brand Management
The One Source

Strategic Brand Management, Second Edition
Kevin Lane Keller
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity

ASIN: 0130411507

Book Description

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.

Customer Reviews:

Not worth the money.......2007-05-21

This was not at all helpful. It is nothing more than a notebook full of lines with some vocabulary words on the side of the page. It doesn't even have an index, table of contents etc. I was very disappointed with this and would not recommend it to anyone.

smooth transaction, exact product, nice&easy supplier.......2007-05-14

exact product at an affordable price w a smooth transaction

Not what I expected.......2007-02-22

I expected this book to be more than a workbook to supplement another textbook. I was looking for something which actually provided content on Building, Measuring and Managing Brand Equity.

Maybe I misread the description of this book. I was actually looking for the text of the main book in paperback format.

All you need for Brand Management.......2007-02-07

This covers every aspect of Brand Management. There are other books that specialize on some aspects of branding, but this one is a complete reference.

The One Source.......2003-11-24

If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.

Average customer rating:

DRY.. I LOVE IT!
I walked a mile or two in his shoes
Non-stop Craziness and Humor--Incredible!
Hilarious, horrifying, can't-put-it-down reading
Dry review

Dry: A Memoir
Augusten Burroughs
Manufacturer: Picador
ProductGroup: Book
Binding: Paperback

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ASIN: 0312423799

Amazon.com

Fans of Augusten Burroughs's darkly funny memoir Running with Scissors were left wondering at the end of that book what would become of young Augusten after his squalid and fascinating childhood ended. In Dry, we find that although adult Augusten is doing well professionally, earning a handsome living as an ad writer for a top New York agency, Burroughs's personal life is a disaster. His apartment is a sea of empty Dewar's bottles, he stays out all night boozing, and he dabs cologne on his tongue in an unsuccessful attempt to mask the stench of alcohol on his breath at work. When his employer insists he seek help, Burroughs ships out to Minnesota for detoxification, counseling, and amusingly told anecdotes about the use of stuffed animals in group therapy. But after a month of such treatment, he's back in Manhattan and tenuously sober. And while its one thing to lay off the sauce in rehab, Burroughs learns that it's quite another to resume your former life while avoiding the alcohol that your former life was based around. This quest to remain sober is made dramatically more difficult, and the tale more harrowing, when Burroughs begins an ill-advised romance with a crack addict. Certainly the "recovered alcoholic fighting to stay sober" tale is not new territory for a memoirist. But Burroughs's account transcends clichés: it doesn't adhere to the traditional "temptation narrowly resisted" storyline and it features, in Burroughs himself, a central character that is sympathetic even when he's neither likable nor admirable. But what ultimately makes this memoir such a terrific read is a brilliant and candid sense of humor that manages to stay dry even when recalling events where the author was anything but. --John Moe

Book Description

From the bestselling author of Running with Scissors comes Dry-the hilarious, moving, and no less bizarre account of what happened next You may not know it, but you've met Augusten Burroughs. You've seen him on the street, in bars, on the subway, at restaurants: a twenty-something guy, nice suit, works in advertising. Regular. Ordinary. But when the ordinary person had to drinks, Augusten was circling the drain by having twelve; when the ordinary person went home at midnight, Augusten never went home at all. Loud, distracting ties, automated wake-up calls, and cologne on the tongue could only hide so much for so long. At the request (well, it wasn't really a request) of his employers, Augusten landed in rehab, where his dreams of group therapy with Robert Downey, Jr., are immediately dashed by the grim reality of fluorescent lighting and paper hospital slippers. But when Augusten is forced to examine himself, something actually starts to click, and that's when he finds himself in the worst trouble of all. Because when his thirty days are up, he has to return to his same drunken Manhattan lifeand live it sober. What follows is a memoir that's as moving as it is funny, as heartbreaking as it is real. Dry is the story of love, loss, and Starbucks as a higher power.

Customer Reviews:

DRY.. I LOVE IT!.......2007-10-18

This book marks my first introduction to this writer. It was unbelievably candid, intoxicatingly haunting, and extraordinarily written. Augusten is a great story teller. He has a way of writing that makes you see it, and feel exactly what it must have been like. I am so glad I ordered this book and will definitely start a small collection of his books for my home library. this was a great read. kept me wanting more..

I walked a mile or two in his shoes.......2007-10-18

I ordered my copy of Dry: A Memoirthe day after I finished Running with Scissors: A Memoir. I'm hooked on Burroughs' writings as I have walked a few miles parallel to his. I applauded his success despite his denial, and in the book laughed and cried as he put to words some of my very own feelings when dealing with coworkers, clients, figures of authority, and even friends. But despite my stellar 5 star rating one simply cannot appreciate what I am saying without the experience of reading it yourself. Well done, quick and easy read, and it leaves me yearning for more of a peek in the window of his life. It appears he's overcome some serious obstacles and is doing just fine! As soon as I finish all his works, I'll be reading his Brother's book Look Me in the Eye: My Life with Asperger's and to plug one more work that I've added to my list of "yet to read and will" is Rockstarlet

Non-stop Craziness and Humor--Incredible!.......2007-09-20

Wow. How to write a review of this book...Augusten Burroughs' sense of humor and ability to take his life experiences and weave them into stories that are engaging, entertaining and at times a bit disturbing is absolutely incredible.

His style of writing and revealing of clips of his life endear the reader to him. I could not put down the book and I was truly sad when I read the very last word on the very last page. I wanted more of Augusten, I was hooked. I went out the next day and bought another one of his engaging pseudo-biographical book and devoured that in a day or two as well.

Augusten Burroughs has a gift and I am so very glad he chose the medium in which he did to share it with the world.

Augusten, if you are out there, I just want to say thank you for finding the motivation and determination to publish your stories. You are truly and inspiration and your words have touched me. Thank you.

Hilarious, horrifying, can't-put-it-down reading.......2007-09-16

This is a fantastic book, marvelously written, at once funny, bittersweet, terrifying and can't-put-it-down suspenseful. A memoir with the drama and emotional clutch of a novel. And written in a clean, clear, highly readable style that simply pulls you through the pages.

If you've read his earlier acclaimed memoir RUNNING WITH SCISSORS, then you know you have to find out what happened to that brilliant, warped boy after he survived his hellish loony-bin childhood and stumbled into adulthood. If you haven't read RUNNING WITH SCISSORS, feel free to start with this one -- it stands on its own. If you read DRY first, you'll run to grab RUNNING WITH SCISSORS. I greatly prefer DRY to SCISSORS, myself, and I thought that was a fine book.

DRY is that rare book that will save lives and bring great joy and insight into the lives of many people who read it. I came away loving Burroughs, and looking into my own life and wondering what I'm failing to do right and who I'm failing to love and appreciate. And being grateful to be alive.

But, hey, don't let that stop you. This is no tract. Trust me, it's huge fun and a great read.

Dry review.......2007-08-31

After having read Running with Scissors, which was recommended to me by a close friend, I became fairly obsessed with the work of Augusten Burroughs. The moment I had finished, I ran to the nearest bookstore to scour over all the other memoirs, novels, and collections of short stories that he had written. After reviewing a somewhat extensive selection of his books, I ended up selecting Dry, the sequel to Running with Scissors, to be my next endeavor. I felt a powerful need to pick up where his previous book had left off.
This book was morbidly humorous to the point where I had to stop reading it in public because I could not contain my spontaneous bursts of laughter. Augusten Burroughs' life has been so astounding that it almost makes the reader question his validity. He begins living on his own at the age of nineteen, having had no education past the seventh grade. However with the somewhat unnatural charm he possesses, he is able to walk into an advertising agency from off the street and talk his way into being hired on the spot. He soon becomes one of the agency's most valued advertising representatives with the worst substance abuse problem.
Augusten uses alcohol, cocaine, and crack to numb himself from the pain of his past and present. After falling into a state of squalor, which involved drinking two bottles of scotch a night and urinating repetitively in his bed, his friends decide to step in. Augusten is sent to a gay-friendly rehabilitation center where he is forced to deal with the unconventional upbringing that left him so unstable as well as the fight of a loved one against aids. After rehab Augusten must struggle to redefine his life in terms of sobriety and adapt to this drastic change. He gives a great effort to find a balance between work and leisure which excludes the stresses that caused him to turn to substances, while still dealing with certain issues that he cannot escape.
This book is utterly incredible. My only disappointment was that it had to end. Augusten Burroughs wrote this memoir to expose to his readers how bad life can get. He also intended to send the hopeful message that no matter how difficult things become, life can always get better. Dry shows the reader that no matter what their current situation may be, if they have the intrinsic motivation, they can always improve upon it. This memoir leaves the reader both motivated and comfortably optimistic. It is a tragic yet satisfying tale of a young mans life.
Burroughs has a natural gift for captivating the reader entirely by completely exposing himself. He is ashamed of nothing and embraces his flaws. He spares no details of when he hit rock bottom for it shows how far he had to come and how much of an accomplishment it was. Anyone who reads this is sure to fall instantaneously in love with the author for his wit, determination, and imperfections.

Average customer rating:

Marketing Reference
Rip off, no new material since edition 2
Marketing Bible
A Marketing textbook for students, not managers
An absolute masterpiece

Marketing Management
Philip Kotler
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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ASIN: 0130336297

Book Description

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

Customer Reviews:

Marketing Reference.......2005-09-30

This book is part of Executive MBA courses, I have to admit that, this book covers different areas and considered as one of the important Marketing references.

Rip off, no new material since edition 2.......2005-09-26

Kotler tries to sell college students new books every year, hence the 12th edition he is now marketing. There is no new information, and the information contained is no different from any $12 marketing book. Students, buy an old edition and save, teachers stop using books like this, more and better information is available for free over the net anyway. Just because they are expensive and shiny doesn't mean they are worthwhile. BTW this is also available in an international edition with the exact same content for 1/4 of the cost.

Marketing Bible.......2005-01-20

This book by Marketing Guru Philip Kotler is a Bible you must read before starting your career in Marketing. 'Marketing Management' mainly focuses on strategic decisions of a marketer, such as positioning, segmentation, startegies at different stages of product life cycle, brand building strategies, etc. It is better to finish 'Principles of Marketing' first to understand the strategies in marketing management.
A joy to read, with great case studies and online companion site.

A Marketing textbook for students, not managers.......2004-12-31

No doubt this book is a classic in Marketing - most any MBA program in the world has this book as required, if not optional, reading. If you're taking an academic Marketing class, you'll probably be required to buy this, and rightfully so. If you need a desk reference on Marketing, again this will be a good read.

That said, it is a very long and detailed read that covers Marketing definitions, Marketing gurus, Marketing tactics, Marketing strategy... The whole 9 (or 10?) yards. In being everything to everyone, the book loses some of it's strength. If your interests are less broad and academic, the book is too broad. Interesting in improving your advertising? There's more precise books out there. Interested in applied Marketing Strategy? Again, there's more focused books available than even just reading Kotler's sections.

An absolute masterpiece.......2004-11-23

It's not an easy task to thoroughly review and summarize such a vast discipline as Marketing. Prof. Kotler's book is definitely the best choice for those wishing to start learning Marketing from scratch as well for those experts wishing to review or deepen their knowledge through the extensive bibliography which is provided. The reading is easy and enjoyable, thanks to pictures, examples from everyday's life and common Marketing mistakes that make you master the art of observation and strategy. It would have been useful to dedicate a chapter or two to quantitative analysis methods, such as the usage of statistics and so on, but such a miss is easily forgiven once you get through the text and get caught by the Author's style.

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