Contemporary Marketing Review

Average Reviews:

(More customer reviews)"They wanted to write a book that wasn't an encyclopedia." So says the authors, and boy did they fail.
This book attempts to cover WAY too much material in its 650 odd pages. Here's an example from someone whose field is economics. In less than two pages this book introduces the following:
variable cost, average total cost, marginal cost, fixed costs, price elasticity, determinants of elasticity (which they absolutely botch), and optimal output via merger of Marginal Revenue and Marginal Cost (with the four curves associated therein all plotted at once). WOW! Who knew that economics was so easy? Two pages to explain what most economic textbooks can't do in less than two full chapters. Most chapters run around twenty-five to twenty-eight or so pages in length and introduce somewhere around forty new vocabulary terms each; an astonishing amount of slam-and-jam style learning.
This book needs one of two things to happen: either it needs to double in length in order to discuss the truck loads of terminology it deems necessary to learn marketing; or it needs to focus on far fewer topics.

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Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.

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