2 of 2 people found the following review helpful
Structured, concise and comphrehensive.,
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This review is from: Essentials of Marketing (Hardcover)
I took an MBA at Cambridge and was horrfied by the 600 page Kotler reference book they sent as course material. There was no way anyone could learn from that text book in a way that would get them on top of the subject and have a grasp fo the key concepts at their fingertops. Therefore I sold it.
Instead I trawled through Amazon and found this listing and took a chance on it.
What an excellent book!
Why? For a start it covers everything you need in a level of detail that you can familiarise yourself with reproduce.
But whats really great about this is the structure and clarity. It takes you through the principles of marketing, step by step, laying out the key principles that you will need in practice. For example, advertising follows the principles of awareness, likeability, interest and emotion. Blyth tells you which elements relate to loyalty and which relate to likelhood of sales. So he avoids waffle and tells you what works and when to use it.
For anyone looking for a grasp of effective marketing principles and techniuques, this is the book.
The best markeitng book out. And as you've probably guessed, people who sell marketing books are pretty good at marketing them so there is in fact a lot of post purchase dissonance with many of the marketing products out their.
Lets just say this is one book i wont be divesting myself of!!!