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.