Question

Topic: Other

Best Mba-level Marketing Textbooks?

Posted by Anonymous on 9/29/2010 at 7:12 AM ET 125 Points
I have been asked to teach an MBA-level Marketing course that emphasizes Strategy and am seeking recommendations for a textbook.

I like "Marketing Strategy" by Ferrell-Hartline but it seems dry. "Contemporary Marketing" by Boone & Kurtz is more interesting visually but does it challenge MBA students in issues of strategy? Kotler & Keller seems too dense.

Recommendations?
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RESPONSES

  • Posted on 9/29/2010 at 10:34 AM Accepted
    Kotler on Marketing, by Philip Kotler (https://bit.ly/db5S7a)

    And, while you are at it, make sure all students read:

    Positioning: The Battle for Your Mind, by Al Ries and Jack Trout (https://bit.ly/clLSwK)
  • Posted on 9/29/2010 at 11:42 AM Author
    Thanks for the advice about good books on marketing strategy which I will recommend but first I need a basic textbook.
  • Posted on 9/29/2010 at 2:35 PM Moderator
    Unless I'm missing something, I would think you can use Kotler On Marketing as a textbook. The chapters each deal with a different aspect of the marketing mix, and they all have a strategic focus.
  • Posted on 9/29/2010 at 3:49 PM Author
    OK, I understand. I'll get a copy and see how it works out. Usually the issue for books (vs textbooks) of course is the lack of support in terms of questions, cases, exercises, etc. Easy enough to create them myself from other sources and the book though. Thanks.
  • Posted on 9/29/2010 at 6:53 PM Author
    Not yet. It's a Cengage book so I'll check it out. Thanks for the recommendation.
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