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Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.
This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.
- Sales Rank: #95916 in Books
- Brand: Brand: Prentice Hall
- Published on: 2012-01-19
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.10" w x 7.10" l, 1.63 pounds
- Binding: Paperback
- 576 pages
- Used Book in Good Condition
Most helpful customer reviews
27 of 28 people found the following review helpful.
A real treasure, an intro marketing book with substance
By A Customer
I really like this book. There are around 10 intro marketing textbooks, and they're almost all either (co-)authored by Kotler, or shameless rip-offs of his books.
Hats of to Roger Best for coming up with a book that's truly different. The approach is refreshingly down-to-earth, almost nerdy, including a lot of frameworks for financial or qualitative analysis that would be useful to any marketing manager in his or her daily life. Although it can be used as an introductory marketing textbook, you'll find a lot of material here that you don't find in Kotler and Kotler-clones, so I also recommend it to people who've had an intro marketing course, and who want to move beyond the basics. Likewise, this would be a great book for practicing marketing managers who've been out in the field a couple of years, and want to brush up on the basics, without wading through the usual definitions and useless frameworks in other intro textbooks.
The entire book is in black and white, lacking the usual fancy graphics, and it is only about half the length of other textbooks. I actually find that refreshing, and it is an extension the substance-over-hype approach behind this book.
6 of 6 people found the following review helpful.
Great Book for Managers
By Stefan Michel
This is a great book for managers who want to understand marketing better. It is truly customer-focused and performance-oriented. I teach Marketing in EMBA classes in the US and in Switzerland, and the students love this book, together with the applications.
3 of 3 people found the following review helpful.
A standard textbook for many Universities
By Ryan Gravette
Market based management walks the reader through the basic foundations of marketing. Each chapter takes the reader through examples and explanations of these foundational principals.
Although the text is clear, it feels like it is written by an accountant rather than by someone who writes for a living.
This kindle version was disappointing with ye number of restrictions. Only my iPad was able to read it, and features like dictation were disabled.
For the cost, rent or reselling is a better option.
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