Some small issues, for example, using the term “Droid” smartphones on page 6-should be Android. I would recommend that market research come before the "Creating Offerings" section since that process is so integral to product (or "offering") development. Some of the longer sections could benefit from headings and subheadings. The book is consistent in its own frameworks/terminology (stubbornly so). These references will continue to grow stale. References to iPod in the time of iPhones 27 are outdated and reference links are broken. Some images are out of date (retrieved in 2008) Foursquare (college-age students in 2021 will have no idea what this is) The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world. The book also uses "offerings" instead of "product". The book uses “creating, communicating, delivering, and exchanging value” as elements of the marketing mix/strategy rather than the 4 P’s, and actively argues against the 4 P terminology, which is controversial. Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true 10 years ago). Reviewed by Amy Strunk, Lecturer, James Madison University on 11/29/21īasic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). Journalism, Media Studies & Communications.
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