Product Details

• Amazon Sales Rank: #48662 in Books
• Published on: 2005-03-27
• Original language: English
• Number of items: 1
• Binding: Paperback
• 878 pages

Customer Reviews

Excellent & comprehensive introduction to marketing
This isn't the type of book you can pick up and read at your leisure. However, for anyone on a marketing or business studies course (CIM Advanced Certificate myself), it will prove an invaluable tool for learning the basics of marketing.

There are plenty of case studies to illustrate the points being discussed. The chapters are laid out such that the topics run smoothly together. The only reason it doesn't get 5 stars is the slight lack of depth of material on B2B and services marketing, but other than that - excellent.

If you are on an undergraduate business/marketing or management course, or just want a thorough introduction to marketing, then this is that book.

A first class text. Great for both broad and specific coverage
Having studied under the authors at Warwick Business School I can thoroughly recommend this text. The blend of classic marketing theory with original biting insight, coupled with the witty delivery that characterized their lectures is expertly captured in this book.

The chapter summaries and introductions provide the novice reader with a comprehensive, well grounded background to the subject of marketing, and for those looking for deeper insight the chapters are laid out in a very systematic and readable fashion. The overall impression upon finishing the book is how the art and science of marketing can be exploited systematically to create powerful, forward-looking marketing strategy.

Numerous revisions have ensured that it is improved and kept bang up to date.

DSPF - An acquired Taste
DSPF's book 'Marketing: Concepts and Strategies' provides an excellent overall view of marketing and the related concepts. It is a great reference book for theory, models etc. However, it is tough going and significant will-power is required to get through it. Nonetheless, a good cure for insomnia. CIM students of the "Diploma in..." will find Wilson's book better for the research module as it is more specialised.