|About the Book|
This is a text book for my Masters degree. With that said, my four star rating is based upon text books, not all books I have read.Marketing Management is a very well laid out and clear text book. There are multiple real-life examples in every chapter of marking strategies that different companies have used either successfully or unsuccessfully.This is the 13th edition and is very up-to-date. It addresses many of the latest trends around viral marketing and utilization of web based social/business networks to market products and services.For our course each student was required to develop a marketing plan and the text provided good examples of how to go about putting a comprehensive document together. Though I would not pick this up for light reading, it was an excellent text for the topic covered.