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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
Inside This Book
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First Sentence
The question of what marketing is and what it entails has been the focus of a considerable amount of work over the past 40 years. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
The question of what marketing is and what it entails has been the focus of a considerable amount of work over the past 40 years. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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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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