Introducing Marketing
The textbook provides a good overview of the major concepts in marketing and covers the subject appropriately. Table of contents is included, but there is no glossary in the text. There is a list of key terms at the end of each chapter, however. Some contents are outdated. For example, the discussion of how technology impacts marketing and consumption is not up-to-date given all the technological advances and developments. Also lacking is a discussion of more current issues such as the impact of climate change on marketing, consumption, and consumer as well as societal wellbeing. Although this is an introductory textbook, I believe that students will benefit from learning more theoretical perspectives in marketing. The textbook is lacking in this respect in my opinion. Finally, the text does not provide any guidance on how to create a marketing plan, which I think is an important omission.
The content is unbiased. However, there are inaccuracies. For example, in Chapter 6, when discussing Dell's strategy in entering the market in China, the author mistakenly referred the city, Xiamen, to "Ziamen". When discussing cultural differences, the author wrote that: "In Asia, when a person bows to you, bow your head forward equal or lower than theirs." This statement is not accurate in that the described custom only exists in several countries in Asia. Additionally, I think citing "higher buyer involvement" as a distinguishing characteristic of services as compared to goods is not accurate because this depends on how involvement is defined.
Although some contents are not up-to-date, the text is arranged in such a way that updates should be relatively easy to implement.
The text is easy to understand and written with clarity.
The text is consistent in terms of terminology and writing style.
Headings are well used throughout the text and make reading easier. However, there are sections in the text that are overlong.
Topics are organized in a logical way. The structure is clear. I find the end of chapter discussion questions, project, and case application exercise very helpful.
There are no significant interface issues. Navigation flows well. However, there is some distortion of images/charts.
The text contains no grammatical errors.
The text is culturally sensitive and inclusive.