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D**M
Good
A concise yet comprehensive collection of information relevant to marketing that can be used in many situations is the best way to describe this book.This book offers an accessible route into the world of marketing that lets you get core information at speed whilst providing many routes to acquiring deeper knowledge, making this ideal for both students and the more-experienced business professional who needs to brush up on a bit of knowledge (or acquire it for the first time if they have been bluffing).In this updated edition, the author has added a host of new case studies, updated existing chapters and added new data on subjects such as marketing sciences, social media marketing and the march towards mobile marketing. Even if you have the original edition sitting on your shelf, this could be a worthy “upgrade” in any case. This book has the capacity of being one of those frequently consulted books that you keep close at hand, when you want to get a steer on a certain point and don’t fancy trusting the often random nature of Google to your possibly less-focussed search query.Clearly this book is not going to be the one and only book you need to study marketing, yet neither does it even set out to be this. It provides a great accessible way into the world of marketing, helping you on your way. There will be a time and a place for the several hundred-page marketing textbook focussing on a highly focussed subject and there will also be space for a book like this. No doubt you can be picky and question elements of the book: did it cover a certain subject sufficiently, what did it miss out and so forth; yet all in all it provides a great mix, written in an understandable way that leads you to wanting to learn more, and it is offered at a great price.A marketing expert might interpret this review as “the customer was satisfied and likely to be a positive advocate to the product.”
