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A Broad Summary - Perhaps too Broad?
on 27 October 2011
It does seem ironic that it's difficult to see who this book is aimed at - given that's what the writers do in their day-jobs!
Of course the CIM is the one professional body for this area, which is really taken seriously by the industry and so in theory, it should be interesting to see what their members - the experts in the field - can tell us.
However, the writers are each given so little space to do this, that each chapter ends up falling short of what anybody needs. Can you really cover Strategic Marketing in 4-5 pages? Can you cover 100 years of Marketing in about 200 pages?
There are some exceptions - the chapter on Market Segmentation does have some "meat" and points out how most companies fail on this, whereas it should be at the heart of every strategy as a basic minimum.
But even this is far too brief, although it does point you in the right direction, to read further on this and maybe this is the best way to approach this book? As a starting point to decide what further books you need to read - as each chapter could really do with a large book in its own right.
So this is actually a "taster" to further study and in that way it could be helpful - it could help you decide which areas you need to study further, which areas your knowledge is lacking etc. etc.
However, the book is not marketed in this way (ironically) and the reader is lead to believe they will find real insight here - which seems to me to be "over-selling" its worth. Yes it might be a celebration of the CIM, but really it is only the tip of the iceberg.