Solid and thoroughJuly 25, 2007 I was looking for a solid text to help with the marketing module of my MBA. I browsed a lot of text off-line and found this one looked best. It has a good balance of detail and simplicity and is logical and clearly laid out. While Kotler may look sexier and be well known, I found this one easier to use.
I'd give it 4 1/2 stars if I could, losing 1/2 star because it's a couple of years old now. Good value for the price. Probably more suited to academics than practitioners because it's more about theory than actually how to implement.
Removes the notion of the marketing quick fixJune 5, 2001 6 out of 10 found this review helpful
Good marketing hand book for those who are concerned more with market understanding than marketing communications. For beginners and the more experianced.
