![]() ![]() ![]() ![]() This might require a higher level of understanding which might not be in line with the student profile who opts for this course. However, substituting terms such as products or services with terms like “offerings “requires a much deeper understanding of consumer needs, wants, or behavior. The author has at the outset clarified that the book does not follow the tenets of the 4 Ps of marketing. However, given that the book is dated it is missing some emerging and emergent topics in marketing such as global marketing, data analytics, digital marketing, and the use of social media tools, to name a few. The textbook covers most of the marketing topics that should be included in an introductory course. The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and concludes by raising discussion questions and activities. The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). Reviewed by Monisha Gupta, Assistant Professor, Marshall University on 1/2/23 Journalism, Media Studies & Communications +. ![]()
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