- Paperback: 700 pages
- Publisher: A Butterworth-Heinemann Title; 2 edition (1 Oct 1997)
- Language English
- ISBN-10: 075062244X
- ISBN-13: 978-0750622448
- Product Dimensions: 28.5 x 19.7 x 4.1 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 472,722 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today.'
Professor Michael J Baker, University of Strathclyde
Professor Michael J Baker, University of Strathclyde
Review
"I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today." Professor Michael J Baker, University of Strathclyde
--This text refers to an alternate
Paperback
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Inside This Book
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First Sentence
What is marketing? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
What is marketing? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback
I was looking for a solid text to help with the marketing module of my MBA. I browsed a lot of text off-line and found this one looked best. It has a good balance of detail and simplicity and is logical and clearly laid out. While Kotler may look sexier and be well known, I found this one easier to use.
I'd give it 4 1/2 stars if I could, losing 1/2 star because it's a couple of years old now. Good value for the price. Probably more suited to academics than practitioners because it's more about theory than actually how to implement.
I'd give it 4 1/2 stars if I could, losing 1/2 star because it's a couple of years old now. Good value for the price. Probably more suited to academics than practitioners because it's more about theory than actually how to implement.
Format:Paperback|Amazon Verified Purchase
This book is great if studying marketing at University or College. It gives in-depth information but is still simple and easy to use. It covers most areas of study and will hopefully help you with essays and assignments.
I think there may be a newer edition but this would be a sound alternative.
I think there may be a newer edition but this would be a sound alternative.
6 of 10 people found the following review helpful
Format:Paperback
Good marketing hand book for those who are concerned more with market understanding than marketing communications. For beginners and the more experianced.
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