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2 of 2 people found the following review helpful
5.0 out of 5 stars Refreshing Approach, 12 April 2009
Nigel Bradley (London, UK) - See all my reviews
This review is from: Marketing Strategies: A Contemporary Approach (Paperback)
I have used this book in my teaching to great effect.

Here are the good points:

Well written, extremely good knowledge from the authors, some very up to date thinking and well supported with references. I like the way the authors consider the world to be not static - it is ever-changing (I think the word turbulent is used again and again). That impacts strategic decisions. Good account of sustainability and green marketing. The sections on technology and E-marketing or Digital marketing are extremely well produced too. I liked the originality of "rural marketing".

The things I don't like: the publisher teacher pack needs to have money spent on it - indeed I hope the third edition will go into colour to bring some of the illustrations alive. It (deliberately) misses some traditional planning aspects of marketing management so I had to bolster these in my teaching.

All in all a fantastic book with a slightly different (and well-informed) slant which I'm pleased to have discovered.

Nigel Bradley, Marketing Lecturer, University of Westminster
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Marketing Strategies: A Contemporary Approach
Marketing Strategies: A Contemporary Approach by Calin Gurau (Paperback - 24 May 2007)
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