"This book is an excellent foundation text and I consider it ideal for a 1-semester
marketing course. Most welcome and unusual, especially in a Foundations text,
is the coverage given to marketing ethics and social responsibility issues -
attention that they surely deserve in today's business climate. It is this aspect
that in my personal view sets the book above most other marketing texts… The main selling points include: - comprehensive coverage of the main theories within a compact format
- extensive coverage of ethical and social responsibility issues
- The 'new' and 'e-marketing' emphasis throughout
The 12-chapter layout will be very popular for 12 and 13-week semesters. The
book is also written in a lively style with lots of up-to-date examples and
content to give it a real 'whoosh' factor". Charles Dennis, Brunel University "Overall, this text is an up-to-date, engaging and highly readable piece of
work". Steve Mitchell, University of Gloucestershire "I found both the writing style and the level of the textual material to be
very appropriate for my students. The pedagogical material was also good being
thorough, interesting and current". Anne Sinnott, Dublin City University "This book will have appeal to those schools offering introductory, 1-semester
marketing classes. All of the basic material needed is covered in the logical
and coherent 12-chapter structure. I particularly liked the topical and updated cases, as well as the coverage
of ethical issues in every chapter - a plus point for any foundation programme.
The writing style is also entirely appropriate for a range of marketing students
- especially those taking a basic and introductory marketing class". Bill Donaldson, Strathclyde University "The Internet exercises are very useful. Students are being asked to use the
Internet far more so providing them with relevant websites to explore - both
company and other organisations - is a very useful resource. I also agree wholeheartedly with the introduction of an "Internet Marketing"
chapter. This is now becoming essential and students need to grasp the basic
concepts of Internet marketing in their foundation course". Marylyn Carrigan, University of Birmingham | 
2002 A McGraw-Hill Online Learning Centre