It is easy to understand and digest and is backed up by numerous practical examples to give credence to the basics of theory being described.

The focus is predominantly on mainstream marketing, with less attention paid to charity or database marketing techniques but provides a helpful entry point into more detailed techniques.

Despite its intimidating size and volume of content this book comes highly recommended to beginners in the fields of academia or marketing practice alike.


Classic text communicated simply, great for CIM studies.   September 15, 2001
 18 out of 33 found this review helpful

In addition to a full review of what marketing is and how is can be used the text gives key case studies based around large OEM's. A must for any practicing marketeer.