A useful reference book that supports key themes.
Excellent textbook, though a bit too abstract at times for MBA-level students.
The approach taken by the book is not exactly useful for an introductory course, but the text is very informative and might be extremely helpful at a graduate/MBA level.
A very insightful text that provides an excellent critical framework for evaluating marketing practice. High level for undergraduate, though for more advanced students, it is certainly a text that will 'make them think'.
I'm recommending this as supplemental reading for the new second year in marketing course to begin October 2014
This whole text helps students recognise marketing conventions and think more critically about marketing theory and practice - very important since many of them will go onto become practitioners themselves.
An excellent and accessible overview of the key topics in marketing management and market research, from a critical perspective. Clear, well-written and engaging.
A different approach and well received by students as recommended reading.
Stimulated lots of useful tutorial discussions. Will keep on reading list
A very current marketing textbook with relevant case studies and useful insights.
Well-structured, readable, and comprehensive treatment; useful learning activities; glossary an important addition.
An interesting book, though fairly 'heavy' for the UG student cohort that it would target.
An accessible reader which informs and deepens students' interest in critical marketing studies.
Here this has been linked to the incorrect course, this will be used as recommended reading in my 'Current Issues' module.
There are very few textbooks which take a critical approach to marketing, most simply present standard threories, albeit in slightly different ways. Such a book was long overdue - it complements general text books very well, and reduces the effort of collating more critical, analytical material from journals.
This text book looks at marketing from a different angle which is refreshing. However, the books are required for a first year course and I think it would be better to have a more traditional approach. However, I will include the book as additional reading.
Although the cover is inviting the text and greyness of print inside the book does make it a little drab and uninviting!
A very interesting and needed assessement of marketing
the level of the book is too high for the expected three year students
Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory
A great and necessary book, useful for students without lacking in theoretical depth. This will be for quite a while a standard book for every marketing discussion that dares to go beyond Kotler.
A refreshingly critical perspective on a discipline that typically takes itself far too seriously