Top positive review
9 people found this helpful
An excellent introduction to marketing
on 15 August 2000
I have several of the marketing classics and I must say this book has turned out to be a real gem. It is extremely stimulating and it's coverage of modern marketing theory is fairly comprehensive (if somewhat concise).
It is somewhat unfortunate that Prof.Doyle enthuses about Marks & Spencer as that company no longer represents a good example of strategic marketing. The company would make an excellent example of discontinous change and managements total inability to rise to the challenge !
The book could however do with better end of chapter excercises and more in depth case studies.