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Genre: Business, Marketing, Management, Textbook
Ratings: ⭐⭐⭐⭐☆ (4/5)

Book Review:
This book serves as a solid and practical introduction to the core principles of marketing. As a foundational volume from the Strathclyde MBA program, it successfully bridges the gap between academic theory and real-world application.

The book clearly outlines major marketing concepts, the marketing planning process, and the importance of a customer-oriented approach. A key strength is its emphasis on developing a practical marketing strategy, making it a valuable resource for managers and MBA students who need to make informed marketing decisions.

It also stays relevant by addressing the evolving role of marketing, touching on the impact of information technology and new organizational structures. While clearly designed as a textbook, the writing is accessible and focused on actionable insights. It delivers on its promise of providing a quality learning experience rooted in cutting-edge research and management practice. This is an excellent resource for anyone looking to build or refresh their foundational knowledge in marketing management.