Customer Reviews

Contemporary Marketing

5 star:		(2)
4 star:		(1)
3 star:		(0)
2 star:		(0)
1 star:		(1)

 

 

A very recent book that explicitly relates recent important events to how to perform marketing of your products. Perhaps the most important is of course the terrorist attacks of September 2001, and the resultant war [wars?] on terrorism. Then too, there were the huge corporate scandals (Enron, Global Crossing...) that helped generate scepticism of large companies. How can you decide on a marketing campaign when such is the societal backdrop? Boone offers useful suggestions or strategies.

One virtue of the book is that this analysis gives it a very practical ambience. You don't feel like you're thumbing through the pages of some abstract intellectual debate, or some fine nuance of accounting on pricing options, say.

But an unavoidable side effect is that the book's very explicit invocation of recent events will make this edition VERY dated in just a few years. Well, perhaps Boone will issue new editions as the years go on.

This is an older version of the text recommended by my marketing professor; very useful, gets the job done.

I bought this book for my daughter and it was in a very good conditions, it was used and looks like new. The only thing I have to say, shipping took longer.

I had ordered this book and Amazon sent the wrong information to the seller. I got the study guide which is a softcover. Now Amazon won't take responsibilty for their action. I'm screwed because I ordered this book for college and now have to reorder it so I can have it in time. This is the second time Amazon has not taken resposibility for their actions with me. I have little faith in them at this point. SO WATCH OUT!!!