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PRINCIPLES OF MARKETING, 2003
First things first – this is a massive book, well over eleven hundred pages, covering what must surely be nearly every element of marketing and a good many other areas besides. When picking up the book for the first time it is the size of the thing one notices, and it can be a cumbersome read for the first few chapters. The inner content of the book, however, could not be more helpful. It is a valuable resource for knowledge of the marketing world and all of its branches.
All phases of the marketing process are described, from product development (including the research that can prompt development and afterwards give meaning to a product) to consumer decision making, business to business dealings to packaging and pricing. Each area is thoroughly explored using several different perspectives and each section of the book contains a wealth of case studies to help illustrate the various diagrams and concepts lucidly referred to in the text.
For example, the surprisingly-interesting-even-though-it-sounds-boring chapter 10, Pricing: context and concepts deals with the subject in such a way that you can see how important pricing is in the promotional mix, and if handled incorrectly can kill a products chances of success. The concept is then explored on a larger scope – the universality of price as currency between buyer and seller, whether this is a politician ‘selling’ a vote or a child buying ice cream.
From here the book goes on to discuss the difference between pricing at a local level – the relationship of manufacture to intermediaries and so on to customer, and the effect of pricing on each of these. The European influence on pricing is then examined, on a national and international level. Other international elements, such as parallel pricing, are then considered. An engaging and contemporary case study is included in each chapter, which whilst fleshing out the topic more fully, also gives the reader a greater understanding of the modern world. An example of this is the case study on the large and increasingly competitive Viagra market, which I personally had no idea about before I read this book. It is this modern and innovative edge which makes the book so easy to read, unlike many other not-so-colourful textbooks.
What this book does extremely well is illustrate the links between the smaller and bigger picture. At the end of each chapter is a helpful summary page, followed by questions for the reader to ponder in order to increase his/her understanding.
As I only loaned the book from a library, I was not able to access any of the extra features (the book comes with access to a website featuring essays, videos illustrating the theories and case studies mentioned in the book) which I assume would be a very helpful addition for the reader.
All in all this textbook doesn’t really seem like a textbook – it reads more like an up-to-date magazine. It isn’t biased towards any particular political viewpoint, it reports the process objectively and in appropriate depth.
Undergraduate's Marketing Choice
At first sight this textbook may appear to cover more than just the principles of marketing being 4cm thick, 1136 pages long and weighing a tonne – yet one chapter in and I was quick to remind myself that a book should not be judged by its cover (or its weight).
When held in your hands the seven-part textbook becomes a compartmentalized source of information directing you precisely to the area of marketing you have yet to learn or are in need of reflecting. The undergraduate’s weekly reading on any marketing topic is in bold headline and ready to read with plenty of those square box diagrams that marketing is so fond of.
Theory is well accompanied by countless case study after case study and what seemed like a never-ending array of terms and strategies is placed into a world of perspective.
The two-page introduction neatly outlines the textbook’s aims to be Comprehensive, European, Applied, Wide ranging and A good read. Each chapter travels from learning objectives –to- introduction –to- content with marketing in action –to- chapter summary with useful case studies.
The wide scope of the textbook makes for ideal reading aimed at PR, Marketing and Advertising students. As a PR student I was able to understand my industry of study within the realm of marketing in reference to interesting case studies such as ‘Chicken Run’ – the fight to ban battery hen farming. Reading about Hetty the Hen “a 6ft tall, bald, debeaked hen that made guest appearances at events to create photo opportunities to draw public attention to the campaign” is an effective way of presenting insightful examples of real-life practice that makes you think hmm I’ve never heard of that before.
By placing interest on the integrated efforts of communication industries as a whole Principles of Marketing becomes a very relevant text for essay and exam reference, particularly in the first year.
Although at times it can feel that the textbook’s sheer volume is too much to take in, each chapter makes for detailed reading or light-hearted skimming. Often I find myself referring to say a chapter on pricing strategies reading up on demand and price specifically or the summary in detail. Having the book on my desk I find it is always open at a chapter and is there for that unclear topic or revisited theory. Much like a dictionary's function to a language student, Principles of Marketing will be that go-to source for research and clarification.
Its source of information is very relevant with almost every one of my marketing lectures referencing a diagram or table of statistics from each chapter. A great deal of analysis goes into the 4Ps of marketing (product, price, place and promotion). These were heavy chapters that were an essential source of information for any student studying marketing.
When buying this textbook you may find that it spills over into other units you are studying which makes it a worthwhile investment for your undergraduate studies.
Tags: global-business-context
Book Review - Principles of Marketing
I personally highly recommend this book to anyone involved in the world of business, whether it be a professional or an academic studying at university. As a student studying Public Relations, I found this book to be extremely helpful in developing my knowledge in marketing. The colour and easily-to-read layout was not overwhelming and encouraged me to continue with the reading. The book takes to reader step by step through a range of different aspects of marketing, from the simple basics to the more complex expert parts such as ‘Relationship Marketing’. This book would be considered essential to anybody taking introductory marketing units as a basic outline and give a vital introduction of what marketing is. By demonstrating theories through contemporary examples and case studies, the book is able to give an updated portrayal of what marketing is, giving a clearer understanding to university students and young professionals getting started in this area of work. Examples and case studies include companies such as Cadburys and Kelloggs and many more.
The beginning of each chapter introduces you to the objectives, giving a clear guide as to what to expect in each section of the book, therefore making is easier to find what you need, effortlessly guiding you through each chapter. Also, at the end of each chapter is a list of questions to help you revise what you have just learnt over the section, aiding revision. The book also includes a list of discussion questions to talk about with fellow students or for professors to use when teaching a class. The glossary at the back of the book also helps with the aspect of revision as a student can easily turn to the page they need. This book proves to go into enough depth to get a good understanding of each chapter, without making is too confusing and intimidating. In addition, from the author using colour, photos and diagrams, this makes the reading a lot easier on the eye. All of the theories demonstrated in the book are concisely explained, again using as much depth as needed. The fantastic range of sources would help to create the ideal academic essay, thus again proving to be perfect for students studying at university level. The book also has, and explains in simple terms, all of the marketing terms needed when learning or writing about marketing.
Overall the tone and the general structure and layout of the book helped me to learn and understand the basic outline of marketing and I believe it would be a huge benefit to those both studying marketing at a university level and professional already involved in the industry. Although the book isn’t exactly light, with over 1000 pages in it, it is not as daunting as it seems because it such an easy read, where all of the theories and terms are very clearly explains and is exceptionally helpful when learning new topics such as this as a university student.
Tags: global-business-context
Principles of Marketing
‘Principles of Marketing’ written by Frances Brassington and Stephen Pettitt is an academic textbook which is aimed at University students. Although the book with the title suggesting that it is specific to Marketing, it is actually relevant to many media and business based degrees including Marketing, Advertising and Public Relations. The textbook was written by two university lecturers, which is why it is so easily digestible and ideal for revising.
The textbook has a basic contents page, followed by a much more in depth one, where there is a clear indication of the different elements which make up the chapters. The index at the end also increases the books ability to ensure that it is fully accessible and able to simply search through the book. In addition, the Glossary is very useful for students needing to know official terminology and to therefore further their grades in University assignments, as well as expanding knowledge within the field of Marking and Advertising.
The textbook is written very clearly and concisely, and covers all aspects of the principles of Marketing. The detail within the book is appropriately precise and that the use of case studies, allows the student to study Marketing, relating to real life examples, which creates a more interesting and enjoyable read. The case studies used are relevant companies which most students studying Marketing would recognise, such as ‘Lancôme’ and ‘Bacardi’. The authors also include graphs and diagrams clearly showing the statistics of Marketing and the effect of successful Marketing for an organisation. Each chapter commences with an introduction to the new topic , as well as learning objectives which clearly sets out the aims of each part, this means that the textbook is easier to read, and not overwhelming as the student is clear as to the content of each new chapter of the book. This is also aided by the authors presenting questions at the end of each study, to provoke further thought. This is always followed up by a reference page at the end of each chapter which permits the reader to find more reading along the topics covered in the chapter.
Each section in the book is relevant to modules studies as part of a degree in Marketing, Advertising or Public Relations. As a student currently studying Public Relations, ‘Principles of Marketing’ has been a reliable and essential source for reading material. Some of the sections in the Book are, ‘Consumer Behaviour’, ‘The European influence on Pricing’ and ‘Corporate identity’. These are all specific to a degree in any media based subject.
Although this textbook is a wonderful source, there are some negatives to it. It is a large, hefty textbook which may put students off , and may lead them to research online instead of turning to this textbook. Similarly, there is a lot of information in one textbook, so if a student was after more specific information on a certain topic, then this may not be the first port of call, as a smaller, more detailed book may be required.
Overall, this textbook is an excellent source when revising or reading up on the ‘Principles of Marketing’ and is an extremely useful textbook to have to hand. The wide range of subjects covered with the use of case studies, diagrams and graphs create a fantastic fountain of knowledge on the issue of Marketing.
Global Business Context Book Review
“Principles of Marketing” written by F. Brassington and S. Pettitt is possibly one of the most useful and relevant to people developing an understanding of the marketing and economic world, especially those studying for university degree’s as it features a number of commonly used and important theories and models. For example, in a personal opinion as a Public Relations university student studying a module in Global Business Context, part two on consumers and markets gives the reader a greater understanding into business to business almost effortlessly. The book deepens knowledge into the world of business and links that to a political and social side to our society appropriately for a student using this book for their course.
The index and glossary at the back of the book are clearly sectioned and appropriately placed to allow accurate and quick revision for any educational needs or perhaps a professional stand point. The section where companies are alphabetically listed at the back is also extremely useful for any soon to graduate students looking for job ideas, current students looking for placement ideas but also would be most helpful as resource for research into the real life business world.
“Principles of Marketing” has a wide range of sources and useful references making essay writing for degrees easier in the sense that most information that is needed can be found in the said book removing the use for a student to rely on several books.
The word “marketing” implies the book is strictly for the one profession but this is not the case. Part six chapter sixteen discusses promotion in a working world and is useful to other aspects such as public relations and advertising. This is particularly useful as it develops an understanding across several professions and allows the reader to connect different opinions on similar subjects.
Leading on from use, the book refers to the “real world” to explain certain modules and theories increasing the reader’s ability to associate it with their own business knowledge and on an academic level, their ability to digest and remember the information they are reading for future examinations and other such marked work.
On a visual note, the use of colour photos and diagrams made the book easier to read and again gives the reader a better opportunity to digest and remember the text or example.
On a negative side, the book is daunting and almost off putting compared to more compacted means of research. For example, it is becoming more and more possibly for one to gather information from sources such as the internet due to the technology revolution and globalisation. Therefore people may be hesitant to seek help from a book. However, due to the clearly structured book and amounts of information in the one book, it is highly recommended.