Top positive review
2 people found this helpful
Excellent manual for both students and practitioners!
on 19 April 2011
I decided to get this book as soon as possible, after attending prof. McDonald's presentation earlier this year in Lugano (one of the best presentations/lectures I've ever witnessed). It contains, what I believe, an excellent combination of theoretical and practical knowledge required for both academic and business readers. It's to the point, easy to navigate, with lots of real life examples which illustrate the theoretical rationale. I do regret I was't in position to learn from this type of books when I studied economics 10 years ago . . . Marketing Plans: How to Prepare Them, How to Use Them