Some of the longer sections could benefit from headings and subheadings. The book is consistent in its own frameworks/terminology (stubbornly so). These references will continue to grow stale. References to iPod in the time of iPhones 27 are outdated and reference links are broken. Some images are out of date (retrieved in 2008) Foursquare (college-age students in 2021 will have no idea what this is) The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world. The book also uses "offerings" instead of "product". The book uses “creating, communicating, delivering, and exchanging value” as elements of the marketing mix/strategy rather than the 4 P’s, and actively argues against the 4 P terminology, which is controversial. Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true 10 years ago). Reviewed by Amy Strunk, Lecturer, James Madison University on 11/29/21īasic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). But in a larger class where schedules only allow for selected topics to be covered, this would be a very good start.
My only complaint is because of some omitted or abbreviated topics, an instructor may have to supplement a bit more in order to ensure the curriculum is up to industry standards. This is a great principles textbook overall. I think the author missed the opportunity to bring marketing to a more global context. I liked the way the topics were broken into micro concepts - makes it easy to assign the portions I find most relevant and supplement when needed.
I think the book would have benefitted from multiple, additional visuals to clarify complex topics. The chapters use the four basic P's, though the latest books tend to introduce up to eight. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for external assessment. The book does a good job of highlighting basic marketing principles. Reviewed by Victoria Shaw, Assistant Professor of Marketing, Anderson University on 3/11/22
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