Marketing Management: Strategies and Programs

Rating:
Summary: Marketing Management: Strategies and Programs
Review: I have had this textbook now for 3 years. Sure it contains the basics, but it is now rather out of date, with a bad lay-out. As a university student I have found it the most useless of all of the 12 marketing textbooks that I own.

Rating:
Summary: Great Tools & Concepts
Review: One of the best marketing books i've read! The authors do bridge the knowing-doing gap. Most books focuse on the strategic plan of marketing or on a specific area or buzzword, forgetting the everyday work. This team managed, with excelence to convey a lot of practical knowledge with solid theoretical foundations, this makes this book a pearl that is accessible to those not having solid foundations, minimizing the risk associated with the implementation of apparently linear concepts. For those more experienced, the cristal clarity of the presentation and some of the long forgotten perpectives will be extremely interesting. In a sentene: fit for both the neofit and the tried and tested. Excelent work - 9 points on a 0 to 10 scale.