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Principles of Marketing, Activebook 2.0 | 
 enlarge | Authors: Philip Kotler, Gary Armstrong
Publisher: Prentice Hall
Category: Book
List Price: $156.00
Buy Used: $3.22
You Save: $152.78 (98%)
New (28) Used (62) from $3.22
Rating:  2 reviews
Sales Rank: 345312
Media: Paperback
Pages: 648
Number Of Items: 1
Shipping Weight (lbs): 3
Dimensions (in): 10.8 x 8.4 x 0.9
ISBN: 0130418145
Dewey Decimal Number: 658.8
EAN: 9780536131805
ASIN: 0130418145
Publication Date: January 1, 2004
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Standard used condition.
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Product Description
This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this “workbook” include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.
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| Customer Reviews:
 Overpriced for what you get October 22, 2007
K. Fogg
2 out of 2 found this review helpful
This book does have a lot of useful information contained within the pages but it is impossible to sit down and read it. The writing is very bland and I think it would be impossible to read it cover to cover. However I have skimmed through the entire book to get a better understanding of its contents and refer back to it from time to time during projects.
As for the online portal I agree with the other reviewer, it is not worth the price of the book. And I really didn't like that it expires after a year.
If you are even looking at this book, I assume it is required reading for a class. If that is the case, buy it used, even if you don't get the online access, it is not worth the extra money.
 The only thing active is the buyer's credit card! Tell your University not to use this book! June 29, 2006
Kevin M. Sprecher
8 out of 8 found this review helpful
There is NO review material in this book. All of the review material must be accessed online. An activation code that expires after a year must be used to access any of the online review material.
My new finance books (hardback) cost only $35 more for double the number of pages, smaller print (the print size in Kotler's book looks like a freshman trying to make the minimum page length), and hundreds of exercises.
Marketing 2.0 is not worth anything close to the price. The buyer essentially receives a $115 magazine with an offer to subscribe to the publishers site.
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