This book introduces the reader to the concepts of marketing. It has theoretical sections talking about how to appeal to customers as well as practical sections discussing how billboards are rented. I found it to be useful in understanding the industry and getting an idea of how to measure the effectiveness of different forms of advertising.
Concise and Brilliant
As a new sales recruit, have used this book as my basis for all my marketing projects ,plans, and strategies...just Brilliant!!!
Great Book
I really recommend this book, I couldn't put it down. If you are a small business owner and looking for a way to get out there. This book will definetly help you out.
Marketing for Dummies -Some Pearls
If you are running your own small business and trying to handle all of your marketing effort yourself you will find many excellent tips and words of wisdom that will help get you through various projects while avoiding many commonly made mistakes. If you were in need of a glossary, lists of commonly used acronyms, marketing concepts, or a professional handling of a managerial approach to global marketing you would be better off taking traditional marketing courses and studying your textbooks.
This book was very "task" oriented and included some nice general ideas to remember, and good tips for getting through some common tasks. It is not comprehensive, nor quite as step-by-step as I had hoped a "Dummies" book would be. When I think of a "Dummies" manual I always remember using my old Volkswagens for Dummies to get through giving my old VW a tune-up and valve adjustment. It included step-by-step instructions as well as the nice tips needed for avoiding commonly made mistakes. It took me from the beginning to end of my common projects without any problems. Some of the computers for Dummies types books I have read have also included both step-by-step as well as tips and advice.
Marketing for Dummies was not laid out in the beginning to end, comprehensive step-by-step fashion I have come to expect from the "Dummies" books. maybe Marketing does not lend itself to this, but it would have been appreciated. Marketing for Dummies will make a nice "hands-on" addition for your more complete "traditional" Marketing text collection.