With its consolidated coverage (paperback and 17 chapters), Zikmund and d'Amico's Effective Marketing stands out not only for its ease of reading, but for its presentation of the marketplace as a dynamic interplay of relationships. The principles of marketing are presented in an integrated fashion, including the integration of the Internet and Wardlow CD-ROM throughout the text.
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Editorial Reviews
Review
I think the strengths of the Zikmund and d'Amico text are the visual appeal and content of the text. I also think the supplemental package is very good. I like the approach used by the authors and the incorporation of ethical and global issues. I think they have done a good job of combining theory and application of the theory into the text. This is very important.
From an overall perspective, the topics and chapters presented in Effective Marketing do a much more detailed job at meeting my course objectives [than my current text]. In addition, the heavy application of case studies to marketing situations helps to illustrate and "bring home" key concepts more clearly.
The writing style of the Zikmund text seems to be a bit more personal than the book I'm using, as if the author is sitting across a table from the student and telling the student face-to-face about the material. --This text refers to an out of print or unavailable edition of this title.
From an overall perspective, the topics and chapters presented in Effective Marketing do a much more detailed job at meeting my course objectives [than my current text]. In addition, the heavy application of case studies to marketing situations helps to illustrate and "bring home" key concepts more clearly.
The writing style of the Zikmund text seems to be a bit more personal than the book I'm using, as if the author is sitting across a table from the student and telling the student face-to-face about the material. --This text refers to an out of print or unavailable edition of this title.
About the Author
Ph.D. Texas Tech University
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
4.0 out of 5 stars
The key to marketing basic knowledge.,
By A Customer
This review is from: Effective Marketing: Creating and Keeping Customers (Hardcover)
The book contains the most current material to marketing concepts. I leaned great insight to current marketing philosophies. The use of exhibits and graph's and examples in the book truly gave greater knowledge of the topic. A very detailed book covering all aspects from general marketing to e-commerce. Anyone desiring to increase current marketing knowledge will gain great insight from this book.
4.0 out of 5 stars
Effective Marketing,
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This review is from: Effective Marketing with InfoTrac College Edition (Paperback)
Good for what I needed, does have a lot of highlighting but that doesn't really bother me.
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