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dbrousseau's review
2.0
I am the Director of Marketing for a national company and this is supposed to be a beginner book on Marketing. There are inaccuracies throughout, like "Your logo is your brand." What a crock. Your brand is how your customers perceive you. It can include past experience, emotional reactions, etc.
It was also intentionally confusing. For example: "Service quality cannot sometimes be completely standardized due to the inability to completely mechanize the service encounter." Someone not familiar at all with Marketing is likely not to understand basic concepts because of the overly technical way it's written. Why not say: It's difficult to completely standardize quality measures because of the human element of the process.
If you're an MBA professor looking for a Marketing book - please look elsewhere.
It was also intentionally confusing. For example: "Service quality cannot sometimes be completely standardized due to the inability to completely mechanize the service encounter." Someone not familiar at all with Marketing is likely not to understand basic concepts because of the overly technical way it's written. Why not say: It's difficult to completely standardize quality measures because of the human element of the process.
If you're an MBA professor looking for a Marketing book - please look elsewhere.
garnergraham's review
4.0
Great book for an all-around look at marketing. There's a lot of information packed into it, and I'm sure I will use it as a reference.
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