They were a bit more mentally challenging and actually stimulated some thinking, even on my part. I particularly enjoyed chapters 18 (strategy) and 20 (CSR) which I'm betting are more recent adds. The fact that it's the first few chapters that are like that is problematic as to my experience, once students have decided that the reading assignments are unreasonable good luck on getting them to keep at it. Took me SO long to read some of them - I'm talking numerous hours, that I have serious doubts that my students won't just throw their hands up in frustration. It feels like Phil (he's a personal acquaintance, so I can call him by his first name) over the years just kept adding and adding stuff. (Reason I never read it before is I was not a marketing major in University, life just sort of pushed me in that direction.)įelt the early chapters while very interesting were overly long. Generally referred to as the Bible of Marketing, I will be teaching this book this semester so I did something the students will never do (although none will admit it), I read it cover to cover.
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