Essential Marketing Concepts and Frameworks, 2nd Edition
| Author | : | |
| Rating | : | 4.93 (717 Votes) |
| Asin | : | 0976306182 |
| Format Type | : | paperback |
| Number of Pages | : | 96 Pages |
| Publish Date | : | 2016-01-09 |
| Language | : | English |
DESCRIPTION:
"Caveat Emptor" according to D. Bew. This is effectively a glossary of marketing terms that includes a few formulas (more explicitly fractions) to explain the definitions. The review below and the promotional copy make it sound like the actual text. I gave it three stars because it provides little value-added. You can look up this information on Wikipedia faster than you can thumb to the page.
This book is an essential reference guide for business students interested in enhancing their marketing knowledge, for managers and consultants dealing with strategic management and marketing problems, as well as for senior executives concerned with developing, implementing, and monitoring strategic marketing programs.. Written by one of the top professors at Northwestern University's renowned Kellogg School of Management, this book offers a systematic and up-to-date perspective on the key concepts and frameworks commonly used in marketing analysis