Marketing: a Guide to Fundalmentals

In: Business and Management

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Resource Reviews

A welcome retention from the first edition is the examination question at the end of each chapter, with tips on what the examiner is looking for and how to answer the question. This is an excellent and flexible resource for both teacher and student, providing an insight into the mind of the examiner. I have often used the examination questions and tips from the first edition as useful homework activities. The question can be used without the tips, with the guidance given later and used for peer assessment or to help students develop their action plans for improvement independently. The key facts and terms at the end of the chapter enable students to develop a summary of the essential points over the course of each module, and they provide a quick, easy reference point and revision resource. Overall the book is extremely well presented and is an enhancement of the first edition while retaining the best features. It should prove a valuable resource for getting to grips with the delivery of the new specification for OCR, while meeting its aim of providing excellent quality content that can be used for the delivery of a business studies curriculum in general. Diane Kutar is subject leader in business studies, at Oakmeeds Community College, Burgess Hill, West Sussex.

being conversational. The subject matter is comprehensively covered, with particularly good sections on pricing policy and tactics, and market research. Unfortunately, the reader will arguably find the book somewhat dull. And, perhaps, the lack of colour together with the hugely consistent layout throughout the 208 pages detracts from the interest factor buried within this publication. Consequently, some of the better commentary, such as the section on choosing the channel mix, could be easily missed by the average reader. User-friendliness An undoubted strength of this book is the…...

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