Principles of Marketing

Reviewed by Aidin Namin, Associate Professor, Loyola Marymount University on 2/28/23

Comprehensiveness rating: 5 see less

As someone who has been teaching this course for ten years, I can say that I find this textbook to be highly comprehensive. I think the authors have done a very good job bringing together the topics that students need to learn in this important course. The indexing is also appropriate and easy-to-follow, which supports the comprehensiveness of the textbook.

Content Accuracy rating: 5

Examples are not just relevant but also I think they are accurate. I also found a variety of examples in the book, which I think is a plus. From what I understand, the information provided is unbiased, accurate, and error-free.

Relevance/Longevity rating: 4

I found the content of the book to be up-to-date. While I can see the authors have done a nice job keeping their material "independent from time", Marketing is one of the fastest changing areas in business. Therefore, some material could naturally become obsolete after some time. I think this issue can be easily addressed by issuing a revision and/or a new edition of the book every few years.

Clarity rating: 5

I found the text to be well-written, very easy-to-read, and easy-to-follow. I think the authors maintained a nice balance between using and introducing terms specific to the field, yet not overwhelming the reader. I think this is a fine line and generally not east to do. I congratulate the authors for achieving this goal successfully.

Consistency rating: 5

I think the authors have done a very good job maintaining internally consistency. They use the terms specific to the Marketing field at the right place and coherently throughout the text.

Modularity rating: 5

I think the text is well-structured. It is easy to identify smaller reading sections in the text. I think this helps students with reading the text "in blocks" and it also helps them better learn and retain information.

Organization/Structure/Flow rating: 5

I think the text is very well-organized. It presents the material in a clear style. I think this is an important factor for students when they read a textbook and impacts how they "like" reading it.

Interface rating: 5

I found the distribution of pictures and charts to be well-done. From my past experience, I think the way the textbook interface is presented is helping students learn without making them get distracted by offering too many pictures and/or putting pictures at locations that may not be helping student learning process.

Grammatical Errors rating: 5

I did not find any grammatical issues in the text. From my understating, the text has been proof-read.

Cultural Relevance rating: 5

I think it is always a good idea to seek opinion from an individual who is an expert in the DEI domain about this question.

Comments

Please see my comments above.