“Of all the textbooks in marketing this is the one I like most. I have used it successfully for many years now. At 450 pages it is far and away the only textbook that students are likely to actaully read. I like the way the topics are organized, though chapters 7-13 follow, mistakenly in my opinion, the four Ps as a way to teach or learn marketing. The Illustrations enhance the readability of the book. I would cut down on some of them, there seem to be more of them than we need. This book fits well with my approach of teaching marketing in a way that students can learn to think for themselves, and acquire a few tools they can work with. Those I bring to class, in addition to the book.”
Ram R wrote this review Monday, July 21 2008.
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