This book is a good review if it's been a few years since you've taken marketing. He covers several of the key issues you face in business and reminds you of the big picture.
This is NOT for you if you are a small business and need ideas on a tight budget, as most of the material is biased to big business and advertizing with a large budget.
I also do not recommend this book as a first-time guide to marketing. He jumps right into details of marketing, and I recommend a background understanding.
Lastly, I have to say that I feel this book is due to be updated. He references "We don't know what will happen with the Y2K bug", and "It will change the SUV market when Ford releases the Excursion next year." It doesn't make the book bad, but it makes it hard to focus on the example when you're driving down the road and you see several Excursions, and he says "we won't know what the Excursion will do when it comes out".
6 of 6 people found this review helpful
This is one of the blandest titles I've ever listened to in recent memory. Don't know if it is because this book doesn't translate well to being read aloud (don't think so), but it feels disjointed at times. The text references things in our culture that are recent like the Hummer, Ford Excusion, etc, so it does feel like a very up-to-date text when you're listening to it. But the content of the "keys" aren't all relevant in today's modern digital world. Take it from someone with an MBA in Marketing from a top 3 school. You may need 25 keys, but these are not the 25 you need.
Do yourself a favor and click away from this page fast and remove the item from your shopping cart.
6 of 7 people found this review helpful
Kamins illustrates principles with tangible examples and keeps the tone light. I felt like I was privileged to be attending an introductory lecture on an MBA course given by an approachable and communicative teacher. Gardner's avuncular reading is a fine match and very listenable. If Audible offered a longer Kamins/Gardner text on this subject I'd buy it.
15 of 21 people found this review helpful
Ok for the price, but more like a collage lecture than real world
0 of 1 people found this review helpful