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Rating: 
Summary: Has both positive and negative examples.
Review: I don't know why, but I didn't enjoy reading this book. It didn't seem right. I guess I'm not a big fan of marketing. However, concepts were explained quite well and overall it was informative. Unlike many business related books this one did have negative examples, complete with explanations what, how, and why something went wrong. For that I rate it at 4 stars.
Rating: 
Summary: Dry and boring.
Review: I realize this is a textbook, and as such, I didn't expect it to be scintilating. This text, however, did not even meet up to my limited expectations- the chapters are way too long and attempt to conver too much material. It would have been useful if the authors attempted to break up the material into smaller, more digestible bits. All in all, this book is extremely dry.
Rating:
Summary: Dry and boring.
Review: I realize this is a textbook, and as such, I didn't expect it to be scintilating. This text, however, did not even meet up to my limited expectations- the chapters are way too long and attempt to conver too much material. It would have been useful if the authors attempted to break up the material into smaller, more digestible bits. All in all, this book is extremely dry.
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