A Framework For Marketing Management is a comprehensive overview of all significant aspects of marketing. Marketing is a rich and complex function that has become one of the most essential functions for business success. Although relatively small, this text does an excellent job of covering the landscape. Although its brevity sometimes leaves me wanting (and searching elsewhere for) more detail, for the most part I appreciate the book’s direct and efficient approach. It makes for a handy reference for anyone in business and a strong introduction to those new to marketing.
