Marketing (Barron’s Business Review Series)
Professor Richard Sandhusen’s brand-new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems–decision support, relationship marketing, integrated marketing communication, and balanced scorecard–receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today’s ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company’s domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text’s material. Here is a popular and accessible new addition to Barron’s respected Business Review Series.
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5 Responses to “Marketing (Barron’s Business Review Series)”
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Review by J. Turner for Marketing (Barron’s Business Review Series)
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Most marketing textbooks tend to be thematic, flashy, cluttered with “examples,” and to a certain extent, they tend to extol the virtues of marketing. Not this book. Sanhusen gives a detailed, comprehensive review of the information presented in an introductory marketing class, in a format that can serve both as a primer and a reference. By omitting long explanations and numerous examples to illustrate a single point, this book presents the information in a straight forward, no nonsense manner. A fictitious company is presented in the first chapter, and it is used to reinforce key points in subsequent chapters. Other examples are not overtly woven into the fabric of the text, but discrete sections. If you are cramming for an exam, you can skip over them without the fear of missing any critical information. Compared to the other marketing texts I have read, this is by far the best, and would make an excellent resource for preparing for the CLEP marketing exam or as a supplement to a college text.
Review by Michael T. Cox for Marketing (Barron’s Business Review Series)
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Your Business Review series is excellent. While this series was not designed for CLEPs or any of the other standardized examinations universities use to test accomplished areas of knowledge, I have found the entire series crucial for just that. Particularly as I am entering an MBA program. These volumes were precisely what I needed, and I have been telling everyone with even slight interest in these topics about them. Specifically, I am referring to the following books of the series (by title): Accounting, Business Statistics, Economics, Finance, Management, and Marketing.
Review by for Marketing (Barron’s Business Review Series)
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I used this book as a supplement to a (much drier) marketing textbook. I found that the author’s easy writing style and use of real-life business situations made even difficult concepts easy to understand, and my enjoyment level of the course was greatly increased. Thanks for the help–I ended up with an “A” in the class!
Review by Caleb Hayden for Marketing (Barron’s Business Review Series)
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I used this resource and passed the CLEP with a 70. It has all you need to know, and then some. I enjoyed learning introductory marketing principles with this book, as the illustrations and presentation were understandable and accessible. Highly recommended.
Review by for Marketing (Barron’s Business Review Series)
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This book is a good overview of marketing, covering various aspects useful to a marketing manager. Designed for reading by those with a limited marketing background. It is a good quick reference source for those with a marketing background. It is not intended as an in-depth look at any particular aspect of marketing, however.