The text provides information on the core elements of the subject
of marketing without the depth that often surrounds these to ensure
that the basic concepts are easily identifiable and accessible.
Students on MBA courses often do not have time to read a long text
as they are studying many subjects, therefore they require a good,
basic guide pitched at the appropriate level to be able to be
absorbed quickly but still provide enough of a strategic element to
stretch them. Written by a successful author team, Management of
Marketing covers the key topics of the marketing component of an
MBA course and provides a good balance of theory and application to
ensure both aspects of the core concepts are covered.
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