A little too dry and boring for my taste. It gives plenty of information on Marketing and the author is clearly a knowledgeable professional. That being said, this book reads like a boring manual and won't engage a reader looking for a light but informative manual on Marketing.

This book is a comprehensive and modern guide to marketing today. I liked a lot the structure as it suits for beginners and those who are in marketing for a while (refreshes experience with new ideas). There are a lot of details that if you do not use in marketing communications, you can consider reviewing and using. The case studies are very supportive.