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Did not fit completely with the learning goals of the course.

Dr Srivatsa Seshadri

This book can only be recommended as an encyclopedic resource. As such, it works quite nicely. I will also recommend it for master level students who may have little or no background in marketing as a qucik update. As required reading, it is however much too basic for an advanced level marketing theory course - it would be more suited to an introductory class in that case.

Professor Søren Askegaard

I can't condem the book and it gives lots of useful overviews of key topics. Best used as it describes itself... a "quick reference text" but not a core text.

Mr Neil Wellman

a useful quick reference text but not a textbook

Mr Neil Wellman

This book is currently being used by some of our students researching specific aspects of marketing

Mrs Jo Alexander

A bit too basic for post graduate

Professor Jens Geersbro

This is a good book, but generic and more suitable for entry level - not suitable for my final year specialist course

Mr Maurizio Catulli

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