Customer Reviews

The DNA of Marketing (Nuts & Bolts series)

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If your company sells equipment, instruments, consumables, supplies or services to research, industrial and diagnostic laboratories or testing facilities, this is the right marketing book for you.

It's written by Ira Kalb, an experienced, hands-on marketing consultant who started out with degrees in bio-engineering and business administration from UCLA and now teaches there in addition to his consulting work.

The book clearly explains the what, why, when, where and who of marketing in a way that is useful to both the seasoned lifescience or biotechnology marketing professional and to someone who is new to the marketing job and trying to figure out where to start.

It's full of real-life examples and lessons learned that you can put to work right away.

This book is very usefull tool for those who wants to explore the world of marketing. This book has the basic theories supported by good solid examples. Very good for startes in business. However, it would be nice to see colored charts and diagramms and less typos. Other then that I would highly recommend this book to everybody who is interested in the topic.