Framework for Marketing Management / Edition 5

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Overview

Essentials of Marketing Management is a synthesized version of Kotler's Marketing Management, without excess clutter. It includes all the elements of a successful marketing book, such as how to analyze the market, developing strategies, delivering and managing successful marketing programs. Five part organization: Part I features understanding marketing management; Part II covers analyzing marketing opportunities; Part III identifies how to develop marketing strategies; Part IV describes the market offering; Part V discusses managing and delivering marketing programs. Ideal for anyone seeking a brief refresher on the key elements of successful marketing.
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Editorial Reviews

Booknews
Explains major concepts of marketing management, with chapters in sections on understanding marketing management, analyzing marketing opportunities, making marketing decisions, and managing and delivering marketing programs. This condensed edition of retains the strengths of the larger text, including a managerial orientation and a basic disciplines perspective, yet is short enough to allow more class time to be spent on cases and simulations. The author is affiliated with Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780132539302
  • Publisher: Prentice Hall
  • Publication date: 3/14/2011
  • Edition number: 5
  • Pages: 360
  • Sales rank: 113,162
  • Product dimensions: 7.40 (w) x 9.00 (h) x 0.60 (d)

Meet the Author

Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

Dr. Kotler is the coauthor of Principles of Marketing and Marketing: An Introduction. His Strategic Marketing for Nonprofit Organizations, now in its seventh edition, is the best seller in that specialized area. Dr. Kotler’s other books include Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; Marketing Congregations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Marketing Your Way to Growth; Winning Global Markets; and Corporate Social Responsibility.

In addition, he has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, the Journal of Marketing, the Journal of Marketing Research, Management Science, the Journal of Business Strategy, and Futurist. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.

Professor Kotler was the first recipient of the American Marketing Association’s (AMA) Distinguished Marketing Educator Award (1985). The European Association of Marketing Consultants and Sales Trainers awarded him their Prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, the Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2002, Professor Kotler received the Distinguished Educator Award from the Academy of Marketing Science. In 2013, he received the William L. Wilkie “Marketing for a Better World” Award and subsequently received the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. In 2014, he was inducted in the Marketing Hall of Fame.

He has received honorary doctoral degrees from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public
Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics. Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, Michelin, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.

He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing Association, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies about global marketing opportunities.


Kevin Lane Keller
is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.

Previously, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

Professor Keller’s general area of expertise lies in marketing strategy and planning and branding. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals: the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With more than 90 published papers, his research has been widely cited and has received numerous awards.

Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a long-term consultant and advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and Samsung. Additional brand consulting activities have been with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell, Colgate, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Intuit, Johnson & Johnson, Kodak, L.L.Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and served as their Executive Director from July 1, 2013, to July 1, 2015.

A popular and highly sought-after speaker, he has made speeches and conducted marketing seminars to top executives in a variety of forums. Some of his senior management and marketing training clients have included include such diverse business organizations as Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, GE, Google, IBM, Macy’s, Microsoft, Nestle, Novartis, Pepsico, SC Johnson and Wyeth. He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. He has served as keynote speaker at conferences with hundreds to thousands of participants.

Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook on those subjects, Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.”

An avid sports, music, and film enthusiast, in his so-called spare time, he has helped to manage and market, as well as serve as executive producer for, one of Australia’s great rock-and-roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He also serves on the Board of Directors for The Doug Flutie, Jr. Foundation for Autism, the Lebanon Opera House, and the Montshire Museum of Science. Professor Keller lives in Etna, NH, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.

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Read an Excerpt

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's number-one selling textbook, Marketing Management, Eleventh Edition. This book focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. Its streamlined approach will appeal to those professors who want an authoritative account of what is going on in the field of marketing management plus a text that is short enough to let them incorporate outside cases, simulations, and projects. THIS EDITION

Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. Like the eleventh edition, A Framework for Marketing Management, Second Edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.

A Framework for Marketing Management retains all the strengths of the larger book. This edition emphasizes the following:

  • The Internet and its uses and effects
  • Demand chain and supply management
  • Customer relationship management and partner relationship management Alternative go-to-market channels
  • Brand building and brand asset management

At the same time, it builds upon the fundamental strengths of past editions.

  • Managerial orientation Analytical approach
  • Multidisciplinary perspective
  • Universal applications
  • Comprehensive and balanced coverage
FEATURES OF THE SECOND EDITION Four-Part Organization

Part Ifeatures understanding marketing management. Part II covers analyzing marketing opportunities. Part III describes how to make marketing decisions. Part IV discusses managing and delivering marketing programs. New Chapter

In Chapter 2, Adapting Marketing to the New Economy—coverage exploring the impact of the Internet and new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier. This chapter provides a framework for understanding how business and marketing practices are changing as a result of the Internet and new technologies, including the need for revenue and profit planning. New Chapter Opening Vignettes

Marketing Management at . . . feature opens each chapter. These vignettes give students a chance to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks. New Analysis with a Twist of Skills

A Marketing Skills feature appears in each chapter. Each example includes an explanation of what the marketing skill is, why it's important, how to develop it, and how to apply it. Among the skills covered are managing implementation, internal marketing, spotting trends, and winning back lost customers. New Interactive Case Analysis Tool Assignments

Case Pilot interactive case analysis tool assignments. Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End of chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new, free, interactive case tool now available on www.prenhall.com/kotler. This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service, and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score all their work. COURSECOMPLETE—CASEBOOKS AND COURSEPACKS TO SUPPLEMENT THIS BOOK

Prentice Hall Custom Business Resources can provide you and your students with all of the texts, cases, and articles needed to enhance and maximize the learning in your unique marketing course. Prentice Hall has access to thousands of readings, articles, and cases specific to marketing. We've partnered with today's leading case institutions such as Harvard Business School Publishing and coursepack providers like Xanadu, so we can bring you the MOST choices yet the EASIEST access and ordering process. Easy as 1-2-3

You can create your unique CoursePack in minutes using our online database at www.prenhall.com/custombusiness, or simply tell our dedicated specialist what you'd like over the phone and we'll handle the rest. Value-Priced Packages

Let us package your custom CoursePack or Case Book with this textbook and your students will receive a package discount. Ask your local Prentice Hall representative or visit and bookmark the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness for one stop shopping. MARKETING PLAN PRO AND NEW MARKETING PLAN: A HANDBOOK

Marketing Plan Pro is a highly rated commercial software package that guides students through the entire marketing plan process. The software is totally interactive and features 10 sample marketing plans, step-by-step guides, and customizable charts. Customize your marketing plans to fit your marketing needs by following easy-to-use plan wizards. The new Marketing Plan: A Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an in-depth guide to what student marketers really need to know. The software and handbook are available as value-pack items with this text. Contact your local Prentice Hall representative for more information. A COMPREHENSIVE SUPPLEMENTS PACKAGE

  • Instructor's Manual: Contains chapter overviews and teaching objectives, plus suggested lecture outlines—providing structure for class discussions around key issues. A listing of key contemporary articles is included, along with synopses and ideas for class/course utilization of the materials, and an overall framework tying together the suggested support materials. Harvard case analyses are also provided, integrating the current topic areas. In addition, there are references to the Marketing Plan Pro software.
  • Test Item File: Brand new, completely revamped since the last edition! Includes more than 70 questions per chapter, consisting of multiple-choice, true/false, essay, and mini-cases with questions. Page references are provided for each question.
  • Prentice Hall Electronic Test Manager: Windows-based Test Manager creates exams and allows you to evaluate and track students' results. It is easily customizable for individual needs.
  • PowerPoint Express: Easily customizable for even the most novice user, this presentation includes basic chapter outlines and key points from each chapter. The best option if you want to incorporate your own material!
  • PowerPoint Expanded: Includes the basics found in the Express version but also art from the text. The best option if you want a complete presentation solution! Both Powerpoint presentations are available from the Prentice Hall Web site at www.prenhall.com/kotler.
  • Prentice Hall Video Gallery: Marketing Management, Volumes I and II: Make your classroom "newsworthy." PH and BusinessNOW have partnered to create a completely new Marketing Management video library. Using today's popular newsmagazine format, students are taken on location and behind closed doors. Each news story profiles a well-known or up-and-coming company leading the way in its industry. Highlighting more than 20 companies, including Starbucks, Intel, Accenture, DoubleClick, P&O Ned Lloyd, and more, the issue-focused footage includes interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising campaign excerpts. Extensive teaching materials are available to accompany the video library.
  • Expanded Companion Website with Case Pilot. www.prenhall.com/kotler: Go beyond the text. Our acclaimed Web resource provides professors and students with a customized course Website that features a complete array of teaching and learning material. For instructors: downloadable versions of the Instructor's Resource Manual and Powerpoint slides, plus additional resources such as current events and Internet exercises. Or, try the Syllabus Builder to plan your own course! New for students: Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End-of-chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new, free, interactive case tool now available on www.prenhall.com/kotler. This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score all their work.
  • Innovative Online Courses: Standard Online Courses in Blackboard, WebCT, and CourseCompass: No technical expertise needed. Teach a complete online course or a Web-enhanced course. Add your own materials, take advantage of online testing and gradebook opportunities, utilize the bulletin board, and discussion board functions. All courses are free to your students with purchase of the text.
Read More Show Less

Table of Contents

Preface
Pt. I Understanding Marketing Management 1
1 Defining Marketing for the Twenty-First Century 1
2 Adapting Marketing to the New Economy 23
3 Building Customer Satisfaction, Value, and Retention 37
Pt. II Analyzing Marketing Opportunities 57
4 Winning Markets Through Strategic Planning, Implementation, and Control 57
5 Understanding Markets, Market Demand, and the Marketing Environment 85
6 Analyzing Consumer Markets and Buyer Behavior 111
7 Analyzing Business Markets and Buyer Behavior 131
8 Dealing with the Competition 148
9 Identifying Market Segments and Selecting Target Markets 170
Pt. III Making Marketing Decisions 188
10 Developing, Positioning, and Differentiating Products Through the Life Cycle 188
11 Setting Product and Brand Strategy 211
12 Designing and Managing Services 228
13 Designing Pricing Strategies and Programs 244
Pt. IV Managing and Delivering Marketing Programs 266
14 Designing and Managing Value Networks and Marketing Channels 266
15 Managing Retailing, Wholesaling, and Market Logistics 284
16 Designing and Managing Integrated Marketing Communications 302
17 Managing the Sales Force 332
Glossary 349
Index 353
Read More Show Less

Preface

A Framework for Marketing Management is a concise paperback adapted from Philip Kotler's number-one selling textbook, Marketing Management, Eleventh Edition. This book focuses on key points such as how to analyze the market and competitors, how to develop strategies, and how to deliver and manage effective marketing programs. Its streamlined approach will appeal to those professors who want an authoritative account of what is going on in the field of marketing management plus a text that is short enough to let them incorporate outside cases, simulations, and projects.

THIS EDITION

Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. Like the eleventh edition, A Framework for Marketing Management, Second Edition is dedicated to helping companies, groups, and individuals adapt their marketing strategies and management to the new technological and global realities.

A Framework for Marketing Management retains all the strengths of the larger book. This edition emphasizes the following:

  • The Internet and its uses and effects
  • Demand chain and supply management
  • Customer relationship management and partner relationship management Alternative go-to-market channels
  • Brand building and brand asset management

At the same time, it builds upon the fundamental strengths of past editions.

  • Managerial orientation Analytical approach
  • Multidisciplinary perspective
  • Universal applications
  • Comprehensive and balanced coverage

FEATURES OF THE SECOND EDITION

Four-Part Organization

Part I features understanding marketing management. Part II covers analyzing marketing opportunities. Part III describes how to make marketing decisions. Part IV discusses managing and delivering marketing programs.

New Chapter

In Chapter 2, Adapting Marketing to the New Economy—coverage exploring the impact of the Internet and new technologies and customer relationship management has been fully updated, expanded, and now appears much earlier. This chapter provides a framework for understanding how business and marketing practices are changing as a result of the Internet and new technologies, including the need for revenue and profit planning.

New Chapter Opening Vignettes

Marketing Management at . . . feature opens each chapter. These vignettes give students a chance to see how marketing managers have applied key principles in actual company situations, making explicit the connection between theory and implementation at leading firms such as eBay, NTT DoCoMo, Caterpillar, and Starbucks.

New Analysis with a Twist of Skills

A Marketing Skills feature appears in each chapter. Each example includes an explanation of what the marketing skill is, why it's important, how to develop it, and how to apply it. Among the skills covered are managing implementation, internal marketing, spotting trends, and winning back lost customers.

New Interactive Case Analysis Tool Assignments

Case Pilot interactive case analysis tool assignments. Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End of chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new, free, interactive case tool now available. This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service, and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score all their work.

COURSECOMPLETE—CASEBOOKS AND COURSEPACKS TO SUPPLEMENT THIS BOOK

Prentice Hall Custom Business Resources can provide you and your students with all of the texts, cases, and articles needed to enhance and maximize the learning in your unique marketing course. Prentice Hall has access to thousands of readings, articles, and cases specific to marketing. We've partnered with today's leading case institutions such as Harvard Business School Publishing and coursepack providers like Xanadu, so we can bring you the MOST choices yet the EASIEST access and ordering process.

Easy as 1-2-3

You can create your unique CoursePack in minutes using our online database, or simply tell our dedicated specialist what you'd like over the phone and we'll handle the rest.

Value-Priced Packages

Let us package your custom CoursePack or Case Book with this textbook and your students will receive a package discount. Ask your local Prentice Hall representative or visit and bookmark the Prentice Hall Custom Business Resources Web site for one stop shopping.

MARKETING PLAN PRO AND NEW MARKETING PLAN: A HANDBOOK

Marketing Plan Pro is a highly rated commercial software package that guides students through the entire marketing plan process. The software is totally interactive and features 10 sample marketing plans, step-by-step guides, and customizable charts. Customize your marketing plans to fit your marketing needs by following easy-to-use plan wizards. The new Marketing Plan: A Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an in-depth guide to what student marketers really need to know. The software and handbook are available as value-pack items with this text. Contact your local Prentice Hall representative for more information.

A COMPREHENSIVE SUPPLEMENTS PACKAGE

  • Instructor's Manual: Contains chapter overviews and teaching objectives, plus suggested lecture outlines—providing structure for class discussions around key issues. A listing of key contemporary articles is included, along with synopses and ideas for class/course utilization of the materials, and an overall framework tying together the suggested support materials. Harvard case analyses are also provided, integrating the current topic areas. In addition, there are references to the Marketing Plan Pro software.
  • Test Item File: Brand new, completely revamped since the last edition! Includes more than 70 questions per chapter, consisting of multiple-choice, true/false, essay, and mini-cases with questions. Page references are provided for each question.
  • Prentice Hall Electronic Test Manager: Windows-based Test Manager creates exams and allows you to evaluate and track students' results. It is easily customizable for individual needs.
  • PowerPoint Express: Easily customizable for even the most novice user, this presentation includes basic chapter outlines and key points from each chapter. The best option if you want to incorporate your own material!
  • PowerPoint Expanded: Includes the basics found in the Express version but also art from the text. The best option if you want a complete presentation solution! Both Powerpoint presentations are available from the Prentice Hall Web site.
  • Prentice Hall Video Gallery: Marketing Management, Volumes I and II: Make your classroom "newsworthy." PH and BusinessNOW have partnered to create a completely new Marketing Management video library. Using today's popular newsmagazine format, students are taken on location and behind closed doors. Each news story profiles a well-known or up-and-coming company leading the way in its industry. Highlighting more than 20 companies, including Starbucks, Intel, Accenture, DoubleClick, P&O Ned Lloyd, and more, the issue-focused footage includes interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising campaign excerpts. Extensive teaching materials are available to accompany the video library.
  • Expanded Companion Website with Case Pilot. Go beyond the text. Our acclaimed Web resource provides professors and students with a customized course Website that features a complete array of teaching and learning material. For instructors: downloadable versions of the Instructor's Resource Manual and Powerpoint slides, plus additional resources such as current events and Internet exercises. Or, try the Syllabus Builder to plan your own course! New for students: Case analysis is an essential skill for any business student, so why not give your students a chance to enhance their skills? End-of-chapter case analysis assignments in Chapters 4, 5, and 7 send students to Case Pilot, a new, free, interactive case tool now available. This one of a kind tool helps your students develop the fundamentals of case study analysis. Three sample cases from the high-technology, service and consumer product sectors enable students to write problem statements, identify key marketing issues, perform SWOT analysis, and develop solutions. Students even have the ability to self-score all their work.
  • Innovative Online Courses: Standard Online Courses in Blackboard, WebCT, and CourseCompass: No technical expertise needed. Teach a complete online course or a Web-enhanced course. Add your own materials, take advantage of online testing and gradebook opportunities, utilize the bulletin board, and discussion board functions. All courses are free to your students with purchase of the text.
Read More Show Less

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