Fifield cuts to the chase using a balance of academic theory and experiential know-how. Not afraid to challenge the tried and trusted, this text recognises the role of the Marketer in both an internal and an external business context. This book will engage readers operating in both business-to-business and business-to-consumer areas.
At last an academic book which is also a good read. Paul has a style all of his own this book is very easy to follow and digest. His SCORPIO approach is broken down into bite size chunks. I have enjoyed studying this area and the overriding message is keep it simple.