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    Introducing Marketing

    Reviewed by Katie Gilstrap, Assistant Professor, Virginia Commonwealth University on 2/8/17

    Comprehensiveness rating: 4

    This text is comprehensive; however, I would like to see a bit more in the promotions area-specifically around personal selling and digital marketing.

    Content Accuracy rating: 5

    I feel that this book is very accurate. I have no constructive feedback here.

    Relevance/Longevity rating: 3

    I think the core principles are good; however, with the developments in digital and mobile marketing I think this area could be strengthened.

    Clarity rating: 5

    The book is very readable and organized in a very clear and methodical way.

    Consistency rating: 5

    The text is consistent with other introductory texts I have used.

    Modularity rating: 5

    The book is organized in a similar way to other introductory texts, which lends itself to predictable teaching modules.

    Organization/Structure/Flow rating: 5

    The organization is predictable and similar to other introductory texts.

    Interface rating: 4

    No comments.

    Grammatical Errors rating: 5

    No problems.

    Cultural Relevance rating: 3

    With the incorporation of some more modern examples as well as a more deliberate inclusion of mobile and digital marketing, I think this book would be more relevant. It feels a bit dated at this time.

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