Marketing Essentials by Sally Dibb My rating: 1 of 5 stars This was the main course book for the marketing component of an undergraduate business module (B203). As a course book this was functionally useless. For example the introduction of the extended marketing mix on pg319 is simply a bulleted list. The very next section, where normally one would expect referenced explanation of the concept is about Service Quality. This is somewhat a non-sequitor. This made it very trying to engage with the course material. There are nuggets of useful information in there, and an interesting section on how public and charitable organisations differ from for profit companies. However it is very badly structured, not everything is properly explained or referenced. If the author had written this as an undergrad assignment then they would have failed. What it needs is…
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