I have bought already previous version of this book (1994-1995) and I am still very satisfied. It shows many interesting marketing applications. I have bought it as supplement to Introduction to Advertising & Promotion by Belch (ISBN 0256136963) and it helped me to increase and broaden my knowledge. I can recommend it to anyone.

I have recently bougth this book for my upcoming exams and thos book has given me alot of information.Thanks to this book my Grades have improved.It contains on General Chemistry.

This book made it point in the first 3 chapters. They also add useless software to drive the price up. Their coverage of basic marketing and the 4 P's is done ok but the book just drags on and on. Their readable examples are great. What they need is minimal theory, lots of examples and NO SOFTWARE in a 200 page book for $19.95. Then this would be a good book.

You know this book could have been nothing more than a glossary of definitions, a few summarys and outlines of the 4 this or 8 thats and it would have been much more interesting. The material in here is so basic and simple that I do the reading and don't feel that I have actually learned anything that wasn't fairly obvious to begin with. The examples are relevent if you happen to be a really slow learner and need 3 page explainations of 2 sentence definitions.

This is a fairly comprehensive fundamentals of marketing book. It is laid out well. It begins with an elementary explanation of the marketing discipline and its relationship to society. This is followed by an explanation of the ingredients in marketing strategy planning. Following this section, the author addresses the external factors that affect marketing decisions. This is followed by a discussion of demographic and behavioral deminisons of the customer. Then, the author catergories different type of customers. The next chapter presents an elementary review of marketing research. The most of the remainder of the text focuses on the 4 Ps--Product, Place, Promotion, and Price. This is probably the strongest part of the text. Throughout the text the author incorporates global and ethical issues that relate to the subject matter of each chapter. This is an excellent text for a principles or fundamentals of marketing course.

I was inspired by the compilation of bird dog stories found within this book. If you enjoy the excitement, fear, despair, and elation associated with the training, ownership and running of all breeds of bird dogs, you will enjoy this book. The authors help you relive the moments you have endured with your own dogs in addition to helping you imagine the hunts you have yet to experience. This is a definite must read for bird dog enthusiasts.

I borrowed this book from a friend and had a tough time putting it down. Great stories from writers who truly love their dogs. A few of the essays are sad, but all of them allow us to share a part of a fellow dog lovers life with his best friend. Definitely a must read.

Fair overview of basic plasma processing techniques. Because it's written by various experts in the field, the quality varies from chapter to chapter. The section on reactive ion etching comes highly recommended and is thoroughly referenced.

This book is horrid to read, the chapters drag on and there simply too much information crammed into one chapter. Its hard to differentiate the points in the chapters, and many of the important points are not emphasized.