Top positive review
Great book - concise, well-presented, up-to-date
on 22 May 2012
I've used Jobber & Fahey's books before as a marketing lecturer & course director, & this new edition is the best yet. It covers the whole marketing process comprehensively, & it manages to do so in 360 pages - quite a feat! It's perfect for shorter courses or stand-alone modules. The cases are mainly up-to-date, & bring out the key learning points very well (I particularly liked the Carlsberg one). Besides the teaching notes & PowerPoint slides, the Marketing Showcase videos enrich the classroom experience. The Social Media boxes, which are new, are a real help. Overall, well done to the authors - a great teaching aid.