1 of 1 people found the following review helpful
A Clear and Focussed Guide,
This review is from: The Marketing Century: How Marketing Drives Business And Shapes Society (Hardcover)
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Whilst I don't work in a marketing capacity, I do find that I come into contact with a lot of marketeers. As such, it seemed like a good idea to get a good overview of contemporary trends in marketing. Since this is produced by the Chartered Institute of Marketing, I expected this to be as authoritative a voice on the subject as could be found.
The book itself is written in the style of a textbook and offers a summary of the key areas of influence that marketing has upon businesses today. The material is certainly up to date with multiple references to social media and topics such as sustainability, innovation and marketing strategy.
For someone working in a marketing field or perhaps coming into contact with marketing in a professional role, this book would be very helpful. Similarly, students wishing to get a good general grasp of the subject would do well to pick this up. However, those who are totally new to some of these concepts may find them hard going and may do better to find something more suited to a novice.