| I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject. I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience. The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working. The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material. The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable. | 
