Marketing Management: A Customer-Oriented Approach
I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts. (Don Roy)This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content. (Shirley Stretch-Stephenson)There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors. (Dana-Nicoleta Lascu)This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!! (Yun  Chu)Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students. (Dr. Greg Lowhorn)Practical information for graduating marketing majors. (Norman Thiel)