What people are saying - Write a review
From an MSc Marketing Management student. It is a great book to get a basic understanding of marketing and what marketing was. It is however not up to date with regard to how marketing is now. This is the same for most books publishe pre 2008. Still a good read and worth purchasing.
I used this in my first year at Uni, I'm now in my final year, it has helped me throughout but was particularly good in getting me to understand the basics such as PESTLE Analysis and how it links with the SWOT Analysis and what Porter's five forces was etc.