Top positive review
14 people found this helpful
on 11 July 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.
Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.