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| Marketing: Best Practices | 
 enlarge | Authors: K. Douglas Hoffman, Michael R. Czinkota, Peter R. Dickson, Patrick Dunne, Abbie Griffin
Publisher: South-Western College Pub
Category: Book
List Price: $201.95
Buy Used: $0.01
You Save: $201.94 (100%)
New (18) Used (38) Collectible (1) from $0.01
Avg. Customer Rating:  4 reviews
Sales Rank: 1127601
Media: Hardcover
Edition: 2nd
Number Of Items: 1
Pages: 650
Shipping Weight (lbs): 3.6
Dimensions (in): 11.2 x 8.7 x 1.1
ISBN: 0030349990
Dewey Decimal Number: 658.8
EAN: 9780030349997
ASIN: 0030349990
Publication Date: July 9, 2002
Availability: Usually ships in 1-2 business days
Condition: Dust Cover Missing. Help save a tree. Buy all your used books from Green Earth Books. Read -> Recycle -> Reuse!
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| Editorial Reviews:
Product Description
Seventeen experts, one voice! The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements. This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years. Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book. Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone. The end result is a solid mix of passion, insight, and firsthand experience not typically found in more traditional "Principles of Marketing" textbooks.
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| Customer Reviews:
 Disorganized and loosely written February 24, 2004
This book is so concentrated on harnessing the knowledge of 17 marketing experts that they forgot to hire an expert writer to make it easy to understand for the student. They talk around many definitions without clearly defining the object of study. Case studies are haphazzardly thrown at the reader and important concepts are vaguely described and with uneccessary complexity. I hope next time they write a book one of their experts is a writer. I feel like I am back in World Literature reading something from the Middle Ages only this time I can't go on the internet for an interpretation.
Very loosely written and unorganized February 23, 2004
2 out of 2 found this review helpful
This book promises to bring to us the best and the brightest in marketing by drawing on the knowledge of 17 experts. Unfortunately, they have proven a law in economics known as the law of diminishing returns. As additional units of a variable resource (marketing experts) are applied to a fixed resource (this book),at some point, the returns that can be attributed to the variable resource will decline. This is precisely what has happened. This book is written in a haphazzard format throwing definitions and case studies at the student in a loosely written hard to understand format. Many of the definitions seem to talk around the object of study instead of clearly defining it. I have talked with many students and they all have the same sentiments. Before you rate my review, I suggest that you read one chapter from this book and you will find that I have been very kind towards the author/authors. I would prefer to read a marketing text book from just 1 marketing expert that knows how to write a textbook. This is marketing not world literature. I am an A business student and I shouldn't need to struggle to understand the concepts in this book. The best example I can think of would be the chapter on consumer behavior. VALS is glazed over with little insight on the value of this highly reputed psychographic study. Check out the section on alternative evaluation in the same chapter. Compensatory and noncompensatory models of consumer alternative evaluation are quickly thrown out to the reader with a few vague examples. Even after taking calculus I am amazed at the complexity with which these authors present a simple subject like marketing. You are probably purchasing this book because it is required reading for your marketing class. There must have been some kickbacks somewhere to push this book. Next time they write a marketing book I hope that one of their experts is a writer.
 The best of two worlds March 2, 2001
This book combines the knowledge of excellent scholars of marketing in a clear and structured format which is accessible to undergraduates. In addition, the cases and other teaching materials provide excellent support.
Just Another Graduate Marketing Book March 29, 2000
7 out of 12 found this review helpful
This book is no better than any of the other graduate level marketing books that are available. You might think that since this book has 15 authors it might have something that books with only 3 authors lacks. But, if you thought this you'd be wrong. This book offers nothing new and its extremely high price makes it even less appealing.
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