{"data":[{"id":14,"title":"eMarketing: The Essential Guide to Marketing in a Digital World","edition_statement":"7th Edition","volume":null,"copyright_year":2022,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"Since our 10th Anniversary Edition of eMarketing: The Essential Guide to Marketing in a Digital World, we have witnessed a global wave of change that has had an undeniable impact on how we live, connect, and communicate worldwide. There is no doubt that the COVID-19 pandemic has, and will continue to have, a lasting effect on human reality. With this in mind, we are incredibly proud to present the 7th Edition of our textbook.","contributors":[{"id":2228,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Dionne","middle_name":null,"last_name":"Solomons","location":null,"background_text":""},{"id":6838,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Tania","middle_name":null,"last_name":"Kliphuis","location":null,"background_text":""},{"id":6839,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Michelle","middle_name":null,"last_name":"Wadley","location":null,"background_text":""}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":500,"url":"https://www.redandyellow.co.za/textbook/","year":2022,"created_at":"2018-09-07T12:22:40.000-05:00","updated_at":"2024-01-14T15:07:24.000-06:00","name":"Red \u0026 Yellow"}],"formats":[{"id":762,"type":"PDF","url":"https://www.redandyellow.co.za/wp-content/uploads/2022/11/RY_eMarketing_ed7.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":3192,"type":"Online","url":"https://biz.libretexts.org/Bookshelves/Marketing/Book:_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4.5","textbook_reviews_count":16,"reviews":[{"id":228,"first_name":"Dave","last_name":"Seng","position":"Adjunct Professor","institution_name":"University of Arizona","comprehensiveness_rating":5,"comprehensiveness_review":"The text covers all areas of emarketing.  Very thorough, complete, and comprehensive.","accuracy_rating":5,"accuracy_review":"I found no errors,  seems to be unbiased and accurate.","relevance_rating":4,"relevance_review":"The author uses a lot of political data that will lose relevancy.  Also, some material regarding web sites and marketing issues are dated.  Other than that, the big overall concepts are still relevant and valid.  Still, a very good text for undergraduates.","clarity_rating":5,"clarity_review":"The book is free of complex jargon.  Perfect for undergraduates.  The writing is clear, thoughtful, and articulate.","consistency_rating":5,"consistency_review":"The internal coherence of the book is very good.  Consistent and clear.","modularity_rating":5,"modularity_review":"I only use parts of this text for my class.  I just use it to augment what we already have in place.  One of the reasons I use this text is for the modularity.  It is easy to use just the chapters you need.","organization_rating":5,"organization_review":"The scaffolding is perfect for undergraduates.  Key concepts are always defined and clarified.","interface_rating":5,"interface_review":"There are no problems with the books interface.","grammatical_rating":5,"grammatical_review":"I found no grammar, syntax, spelling or mechanical issues.","cultural_rating":5,"cultural_review":"The book is free of race, class, gender insensitivities.","overall_rating":10,"overall_review":"I use this text to augment my digital commerce class.  It works well when we come to discuss emarketing.  It falls short of a stand alone text for my class because in addition to emarketing, we cover the creation and distribution of information and the social and political ramifications of the information economy.  That said, this text is a fantastic book on emarketing and all the basics are covered and should make a very nice textbook of an undergrad emarketing class.  The parts I've used are precise, clear, and concise.  I have no problems with this text.","created_at":"2015-06-10T19:00:00.000-05:00","updated_at":"2015-06-10T19:00:00.000-05:00"},{"id":845,"first_name":"Barb","last_name":"Dodd","position":"Adjunct Professor","institution_name":"Virginia Commonwealth University","comprehensiveness_rating":5,"comprehensiveness_review":"This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective.","accuracy_rating":4,"accuracy_review":"Although many of the links need updating (due to rapid change in the industry) there were no typos. ","relevance_rating":4,"relevance_review":"The text could be updated with current links and new techniques, yet for undergraduates (especially digital natives) it is key to understand basic strategies. There are excellent charts and takeaways that are relevant. Picking and choosing what you need for a specific area (such as pay-per-click) make it useful.","clarity_rating":5,"clarity_review":"Well written and easy to understand.","consistency_rating":5,"consistency_review":"Terminology is consistent throughout the text; index, references and table of contents are all clear.","modularity_rating":5,"modularity_review":"Using smaller parts of this book is feasible to supplement more current information online. It provides breadth not readily available in most blog/social media size snippets of information.","organization_rating":5,"organization_review":"Flows well; good continuity. Major concepts are easy to understand and tie together in a logical order.","interface_rating":5,"interface_review":"PDF version worked well.","grammatical_rating":5,"grammatical_review":"No grammar, spelling or errors in the writing.","cultural_rating":5,"cultural_review":"Examples are broad and varied.","overall_rating":10,"overall_review":"This book provides clear information regarding tactics, techniques and strategies used in electronic marketing. The examples are somewhat dated because the industry changes quickly--however, the concepts are the same. I would recommend this text.","created_at":"2016-12-05T18:00:00.000-06:00","updated_at":"2016-12-05T18:00:00.000-06:00"},{"id":913,"first_name":"Laura","last_name":"Lott Valenti","position":"Instructor of Marketing","institution_name":"Nicholls State University","comprehensiveness_rating":5,"comprehensiveness_review":"The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use it as a reference.  One area missing for the classroom is an international comparison of e-marketing use and success, which is helpful for both students in today’s marketplace and practitioners who may work in global organizations.","accuracy_rating":4,"accuracy_review":"The examples used, case studies featured, screen shots illustrated, and figures presented are all seemingly accurate.  The content is spot-on, and thoroughly presents a plethora of relevant information that comprise e-marketing.  I am not sure the timeline in Chapter 1 reviews all key dates, though.","relevance_rating":4,"relevance_review":"There are good, relevant examples and content included here.  The information ties marketing research concepts to e-marketing platforms nicely, and easily connects the intricacies of e-marketing to a bigger, holistic picture.  There is relevancy for students and practitioners.","clarity_rating":5,"clarity_review":"While some industry-specific terms and acronyms are used, they are clearly defined and written for both the eye and ear of a novice versus an expert.  The conciseness of the concepts and their relevancy does not create shortcomings in clarity.","consistency_rating":5,"consistency_review":"The text is clearly written with one voice, made obvious by the consistency in sentence structure, word choice, concept definition and application, and overall framework of the content.","modularity_rating":5,"modularity_review":"With well-placed lists throughout the text, the reader can quickly find relevant points without being bogged down with unnecessary word-heavy paragraphs, making it easy for the text content to be used wholly or in parts.  Key content is made obvious by sentence structure and overall layout.  On the flip side, there are a lot of lists (though helpful).  ","organization_rating":5,"organization_review":"The short chapters are an easy read, with some key features that add value for the reader.  The paragraphs flow well, and the use of figures helps with visualization of content while also breaking the monotony of text.  There could be more figures, and some of the present figures need dates or timeframes as a reference point.  The “key takeaways” sections serve as a nice review (easy to incorporate into the classroom).  The exercises are relevant, they stimulate critical thinking, and are practitioner-based. ","interface_rating":4,"interface_review":"The text is easy to navigate and nicely labeled.  Placing the references at the end of each chapter allows modularity of the content, but does require extra space before beginning the next chapter.","grammatical_rating":5,"grammatical_review":"There were no grammatical errors in the text.","cultural_rating":3,"cultural_review":"I did not find there to be any level of cultural insensitiveness in the text.  As an additional chapter, it would be neat to compare e-marketing as it is known and used in America to other countries.","overall_rating":9,"overall_review":"This book would be great for an intro to e-marketing class because of its thoroughness, or as a supplemental book for advertising or social media courses because the concise content can serve as a reference tool.  Detailed and robust, it is an easy read with good “chunks” of up-to-date knowledge. ","created_at":"2017-02-08T18:00:00.000-06:00","updated_at":"2017-02-08T18:00:00.000-06:00"},{"id":926,"first_name":"Michael","last_name":"Adams","position":"Instructor","institution_name":"Chemeketa Community College","comprehensiveness_rating":5,"comprehensiveness_review":"The text is very comprehensive, compared to two other emarketing texts that I have used.  Emarketing is a fast moving subject area, so it is challenging to cover all of the emerging aspects of this topic.  The author manages to do this in a way that allows the instructor to build on the author's conceptual framework as needed.  The text is organized in a way that allows the instructor and students to self-determine how deep they wish to go into each topical chapter.  There was no index in the PDF version of the text, which would have helped to demonstrate how comprehensive the text is.","accuracy_rating":5,"accuracy_review":"I found no inaccuracies or biases in the text.","relevance_rating":4,"relevance_review":"The fundamental concepts have long term relevance. The terminology and examples could use some updating. The text would benefit from an accompanying website that provides supplementary content to each chapter with newer material, e.g. the new expanded domain extensions such as .tech, .vin, etc. This could even be user-provided content, organized by the same chapter framework as the text.","clarity_rating":5,"clarity_review":"The writing is clear, and provides extensive definitions and examples of any technical terms that were used.  There was no glossary in the PDF version, which would have made it even clearer to understand.","consistency_rating":4,"consistency_review":"All of the chapters are organized in the same, logical framework, so the student will find it easy to navigate from one chapter to another and within each chapter. The chapters and sub-chapter sections are all numbered in a logical sequence.  However, there was no table of contents in the PDF version, with that same numbering scheme.","modularity_rating":5,"modularity_review":"The modular structure was one of the best features of this text.  Most of the chapters are written in a way that permits them to be used as stand-alone lessons, and taken in any order.  It would be simple for the instructor (or students) to supplement the text with their own material or chapters.  It would be interesting for the students to search for relevant videos, for example, to illustrate some of the concepts in the text. ","organization_rating":5,"organization_review":"The organizational structure in each chapter moves from the general to the specific.  I really like the sub-chapters with a single Learning Objective, each, and then Key Learnings at the end of the chapters.  This reinforces the modular organization.","interface_rating":5,"interface_review":"The diagrams and images are all laid out in a professional manner, and all of the links that I tested worked fine.  The colors, fonts and layout are also consistent from chapter to chapter.","grammatical_rating":5,"grammatical_review":"I found no grammatical errors in the text.  It is very well edited.","cultural_rating":5,"cultural_review":"The text culturally inclusive, and has no observable biases.","overall_rating":10,"overall_review":"The author has a deep understanding of the subject matter, as well as clever approaches to explain it to students in bite-size portions.  It is lengthy (almost 500 pages); but the modular structure makes it easy for the instructor to use just the chapters of interest.  The PDF version really needs a \"book cover\" illustration, table of contents, including sub-chapter numbered headings; a glossary and an index.  The promotion for the text indicates that these all exist; but I was unable to find them.\nI highly recommend this text for courses in eMarketing. It is also a useful reference book for professionals working in this field.","created_at":"2017-02-08T18:00:00.000-06:00","updated_at":"2017-02-08T18:00:00.000-06:00"},{"id":1175,"first_name":"Susan E.","last_name":"Bouchard","position":"Adjunct Faculty","institution_name":"Rhode Island College","comprehensiveness_rating":5,"comprehensiveness_review":"This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for third and fourth year students. It offers an overview of the structure of essential marketing concepts, with enough information to provide the context students need to have a thorough understanding of online marketing.","accuracy_rating":5,"accuracy_review":"The content was accurate, but the many of the references are dated.","relevance_rating":4,"relevance_review":"Due to the rapid changes in digital marketing, I often turn to non-traditional books that are very current. One thing that those books lack is the structural overview that traditional textbooks provide. This textbook helps fill in those gaps and while many of the references are dated, such as examples from the 2008 presidential campaign, the overall concepts discussed add another dimension to a course.","clarity_rating":5,"clarity_review":"This book introduces a lot of industry terminology that marketing students need to know. In a field filled with industry jargon, the author does an excellent job of explaining each term in very clear, concise language. This overview of terms and in-depth explanations is easily understood by students.","consistency_rating":5,"consistency_review":"This textbook is well-written, clear and consistent.","modularity_rating":5,"modularity_review":"Each chapter of the book has an introduction, content and references. This structure makes it easy to use the entire book or incorporate only the pieces that fit into a specific course.","organization_rating":5,"organization_review":"Each section flows logically from one to the next.","interface_rating":4,"interface_review":"Several of the links in the book no longer function, but overall most work and were both relevant and useful.","grammatical_rating":5,"grammatical_review":"This reviewer observed no grammatical errors.","cultural_rating":5,"cultural_review":"This reviewer observed no culturally insensitive or offensive content.","overall_rating":10,"overall_review":"I began incorporating sections of this textbook into my digital marketing courses this year. It is a very useful book and I recommend it. This text is a helpful addition to what we already have in place because it offers very concise explanations of a wide range of concepts. In this rapidly changing field, I think this text strikes a good balance by offering some theory along with relevant examples that are fairly up-to-date. This book is an excellent base text to work with while adding up-to-the moment content in the classroom.","created_at":"2017-04-11T19:00:00.000-05:00","updated_at":"2017-04-11T19:00:00.000-05:00"},{"id":1222,"first_name":"Minh","last_name":"Huynh","position":"Associate Professor","institution_name":"Southeastern Louisiana University","comprehensiveness_rating":4,"comprehensiveness_review":"This textbook has an excellent coverage of the subject matter.  It includes almost all aspects in e-marketing ranging from emarketing tactics to strategy as well as Web design, writing for the web, marketing research.  It is good for giving students a broad introduction of emarketing.  The index and glossary are good.\n\nUnfortunately, the comprehensiveness makes it difficult to focus on certain areas where students seem to be more interested in.  For instance, the social media and the mobile advertising are today's hot areas, but the textbook could not elevate these areas over others.  Also, a lot of content in the book are aging.  Given the comprehensive nature of this book, it will take author(s) much time and effort to remove the obsolete content, update the existing content, and include the new content.","accuracy_rating":2,"accuracy_review":"Although the content was accurate at the time of writing, it has been less accurate in the passage of time.  The problem is that the subject of emarketing is like fast moving target.  It is constantly changing.  Things get old quickly and new things keep coming out.  Therefore, what used to be accurate could become quickly obsolete or less accurate.  For instance, statistics used were not longer accurate and tools/software mentioned no longer were used or did not exist in the present context.   Looking at the references at the end of each chapter, most were around 2008.  A lot of changes have taken place even in one year, let alone a decade.","relevance_rating":3,"relevance_review":"This is related to the comment #1 and #2.  The relevance/longevity of this particular edition of the textbook is low.  This is not the fault of the author(s).  The content just need to be updated to bring relevance to the present context.  The subject of emarketing tends to have short longevity.","clarity_rating":4,"clarity_review":"The book did a good job in explaining and illustrating the concept, tactics, and real-world examples.  The jagon/terminology was explained.   There was no need for any technical or business background to understand the content.","consistency_rating":4,"consistency_review":"The consistency is high.","modularity_rating":4,"modularity_review":"Although the text already has some degree of modularity.  In the later edition, the modularity is much better.  For instance in the 4th edition published in 2011, the book was divided into four key modules: Think, Create, Engage, and Optimize.  All the chapters fit well under each of the modules.  Sections inside the chapters are well organized to support the chapters and the modules.  With a high level of modularity, the text provides instructors leeway to pick and choose areas to cover and to emphasize.","organization_rating":4,"organization_review":"Overall, the organization/structure/flow of this textbook is fair.  However, the later edition has improved even more.  The organization flows in a logical fashion and the content is linked by the key modules: Think, Create, Engage, and Optimize.","interface_rating":3,"interface_review":"The book is easy to read and follow.  All the illustrations are well crafted. The use of color is quite good.  However, to print the e-book is little more challenging.  Due to the light color of some texts, while they look OK on the screen, some texts did not print out well on the paper.  Also, there is NO mobile friendly version.  PDF format lacks the responsiveness when it is read from a mobile device.","grammatical_rating":5,"grammatical_review":"The text contains no grammatical errors, but one needs to be aware that it was written in British English.","cultural_rating":3,"cultural_review":"The text tries to reach out to the global audience.  It used examples and cases from different countries including Europe, S. Africa, and the U.S.  Although this is a good attempt, in practice trying to reach global audience makes the text less cultural relevance to a specific country.  For instance, when the text was adopted and used in the U.S., students seemed not to be able to appreciate or relate to tools/services/software from other countries.  They never heard of companies or organizations that might be familiar to others.  Perhaps, it could be the same case for students in other countries to appreciate when things related to U.S. were presented in the textbook.  In this subject of emarketing, it is more difficult to be cultural relevance.  I think therefore it might be better just to include country specific information rather than trying to reaching to many different countries.","overall_rating":7,"overall_review":"Overall, the text is a good text for emarketing at the time of its writing (about 10 years ago).  However, things have changed much since then.  In order to be accurate, relevant, consistent, and informative, the text needs to be updated.  Obsolete content needs to be removed.  Old content needs to be updated.  New content needs to be added.  \n\nMy recommendation is not to adopt the existing edition of the text currently posted in the Open Textbook Library.  If anyone likes the text, he/she should look for the newer edition of the same text.  It has all the strengths of this text but with up-to-date information.  More recent references, update links, relevant materials, and current and future trends are among the features in the newer edition of the text.  I adopted and used the 4th Edition (published in 2011).  Even this one is already aged.  Unfortunately, the more recent edition is no longer free and open as the older edition.","created_at":"2017-06-20T19:00:00.000-05:00","updated_at":"2017-06-20T19:00:00.000-05:00"},{"id":1833,"first_name":"Sayed ","last_name":"Gilani","position":"PhD researcher","institution_name":"Glasgow Caledonian University","comprehensiveness_rating":5,"comprehensiveness_review":"I was very impressed with how comprehensive the book was in relation to small business management. Additionally, there is a big appendix in Chapter 16 which reviews ideas within the book.","accuracy_rating":4,"accuracy_review":"There were some minor mistakes in the book but overall the content was accurate. I would recommend a better approach towards proof reading in future editions.","relevance_rating":5,"relevance_review":"I do not believe there is an expiration date for the content within the book as small businesses will always exist and this book is a guide to small business management. The authors have written the book with the approach that small business management is a practical human activity rather than a theoretical concept.","clarity_rating":4,"clarity_review":"I believe the book has been written for all types of readers where all the concepts are straight forward to grasp. Additionally, the appendix at the end of the book aids the reader further through a mini-dictionary, especially, in the case of any jargon or technical terminology.","consistency_rating":5,"consistency_review":"I believe the book keeps a consistent tone, writing style along with consistency in framework and terminology discussed in the book where there are no contradictions.","modularity_rating":4,"modularity_review":"In terms of modularity, the text within the book is easily and readily divisible into smaller reading sub-sections which can then be assigned to different points. There is an element of flexibility in the case of re-arranging the text to represent any other points.","organization_rating":4,"organization_review":"I found the book's organisation, structure and flow very user friendly. There are plenty of paragraphs, smaller sentences along with logical arrangement of related topics.","interface_rating":5,"interface_review":"In terms of interface, I have had minimal to absolutely no issues.","grammatical_rating":4,"grammatical_review":"there were some errors within the text which can be addressed for future editions through maybe adding a bigger proof reading team to the pre-launch activity associated with the future editions.","cultural_rating":4,"cultural_review":"I believe the book is very relevant in terms of culture where although the book is set in the USA, most concepts and ideas can be transferred over to the British society.","overall_rating":9,"overall_review":"I found the book a comfortable read where I liked the author's approach in writing key words in bold within their discussion in order to highlight their points to the reader. This allowed me to remain on the same wavelength as the authors while reading the book.","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":1968,"first_name":"Catherine","last_name":"Jai","position":"Associate Professor","institution_name":"Texas Tech University ","comprehensiveness_rating":5,"comprehensiveness_review":"The book provides a nice 4-step strategical framework (think, create, engage and optimize) to introduce digital marketing. Under each section, there are a list of closely related subtopics covered. It is comprehensive in the way that covers many basic concepts/terminologies that students need to know before they start to do digital marketing. In the 5th edition, a comprehensive glossary and index section are provided in section Viii and iX.     ","accuracy_rating":4,"accuracy_review":"The author explained the concepts well and accurately. However, since the textbook was published in year 2013, many references or hyperlinks provided in the text may not be applicable.  Instructors who plan to adopt the textbook may need to let students be aware of this issue or may need to modify/delete some expired hyperlinks from the book.   ","relevance_rating":4,"relevance_review":"Digital marketing is a rapid changing field and it’s extremely difficult to keep up the pace with the industry. The content is highly relevant to the fundamental concepts about digital marketing. What I would suggest to an instructor who is considering adopting the book is using the concept framework and supplement with more recent e-commerce stats and case studies. ","clarity_rating":5,"clarity_review":"The author did explain the jargon and technical terminology fairly well. Even if students forget a certain word, with searchable pdf file format, it’s easy to locate the definitions. ","consistency_rating":5,"consistency_review":"The text is very consistent in terms of terminology and framework.","modularity_rating":5,"modularity_review":"The 4-step strategical framework and the corresponding subtitles make it easy to break the content into smaller modules. Instructors who adopt this textbook can easily pick and choose what topics they would like to include in their courses. ","organization_rating":5,"organization_review":"The organization/structure of this textbook is so far the best I have seen. The Think, Create, Engage and Optimize steps lead the students go through the necessary thought process of someone who wants to do digital marketing.  ","interface_rating":4,"interface_review":"The text doesn’t have much problem with image distortion, however, as mentioned earlier, many reference URL and interactive interface (e.g. p.472, the QR code for the GottaQuirk blog) were broken. The broken information may cause students lack of interest in the textbook or lose their trust towards the textbook. I was also hoping that the URL links would work too.  Right now, in the 5th edition, you can only copy and paste the hyperlinks into a browser to see the content.  ","grammatical_rating":5,"grammatical_review":"The text is easy to understand and no obvious grammar errors. ","cultural_rating":4,"cultural_review":"Overall, the content is culturally neutral. The text was written in British English and some of the hyperlinks provided in the textbook were South African versions. The instructor may need to remove unnecessary URLs to reduce confusion.  ","overall_rating":9,"overall_review":null,"created_at":"2018-03-27T19:00:00.000-05:00","updated_at":"2018-03-27T19:00:00.000-05:00"},{"id":2087,"first_name":"Rick","last_name":"Olsen","position":"Professor and Chair","institution_name":"University of North Carolina Wilmington","comprehensiveness_rating":5,"comprehensiveness_review":"Very comprehensive and their shift from digital marketing to marketing in a digital world makes for a positive shift in framing the challenges the book addresses.  There is a good blend of “tried and true” such as SWOT and updates such as adding “people” as a 5th P to the four Ps of marketing. Appendices that include the history of the internet are ideal as they do not clutter the text and distract from primary focus but can provide context, especially for younger students.  ","accuracy_rating":5,"accuracy_review":"I was impressed with the thoroughness of the update and the details of each chapter.  The sources cited are recent and that is important in this topic.  I did not see a bias in any negative way, especially with regards to methodologies which can often be a source of bias.  ","relevance_rating":4,"relevance_review":"The topic provides significant challenges for staying relevant.  But, the focus on fundamental principles (think, create, engage, optimize) helps keep the shelf life long. In addition, they seem committed to updates.  The examples were current but also significant enough and clear enough in the principles they were illustrating that they would have sufficient shelf life.  ","clarity_rating":5,"clarity_review":"The writing is for the most part clear and crisp.  The conceptual clarity was also strong.  The only thing I see as potential for improvement is the discussion questions at the end of the chapter.  They could do more to foster clarity for the reader.  They are a bit uneven and overly general in a few of the chapters.  The tables of key terms are wonderful for students new to the topic.  ","consistency_rating":5,"consistency_review":"The overall model helps here and they are very consistent with tense and pulling through definitions and issues throughout.  Concepts are used consistently throughout as well.  For example, SMART goals is mentioned in the introductory chapter and then used in more detail in chapter 15.  The formatting is also consistent.  ","modularity_rating":5,"modularity_review":"The fact that they have an overarching model (think, create, engage, optimize) helps a lot here.  There was not a lot of sophisticated engagement with digital media or required link outs to activities, etc. so in that sense the bar was low here, but it works well for what it is.  ","organization_rating":5,"organization_review":"Some of the sections do feel a bit short.  But, the breakouts for key quotes, statistics, diagrams, etc. work well.  They break it up without feeling choppy or “busy.” Color coding of each segment of the model was a nice touch.","interface_rating":5,"interface_review":"The link outs to free resources in section 3.7 and throughout was a real plus.  Index was comprehensive and accurate as far as I could tell.  ","grammatical_rating":5,"grammatical_review":"Writing was very good.  Clean, clear.  No issues other than the occasional blip on my end from British spelling.  But that of course is me as a US reader.  I do not see it as an obstacle and overall it is a very well written text.  ","cultural_rating":4,"cultural_review":"Use of Nike and other examples kept it relevant.  I would have actually enjoyed a bit wider range of examples and some NPO examples and controversy a bit more.  I know that is risky but it also an inherent risk with marketing in a digital world. ","overall_rating":10,"overall_review":"For me the main strength of the text is the ability to go from zero to state of the market in one textbook.  Very rare to cover that much ground that efficiently.  On the (very minor) downside for me the two column format.  On screen it required frequent toggling up and down as I got the bottom of the left column and then had to go up to the top of the right column.  Small inconvenience though given the overall strength of the text.  ","created_at":"2018-05-21T19:00:00.000-05:00","updated_at":"2018-05-21T19:00:00.000-05:00"},{"id":2336,"first_name":"Ye","last_name":"Wang","position":"Associate Professor","institution_name":"University of Missouri - Kansas City","comprehensiveness_rating":5,"comprehensiveness_review":"The introduction does a great job of summarizing all aspects of digital advertising into four words (Think, Create, Engage, Optimize), and points out the key challenges (niche communities, influential media personalities, and fragmented attention).\r\nI really appreciate that the book makes two things clear early on: 1) research always goes first, and 2) optimization (measuring) is required.\r\nThis book does not assume that all students have the basic knowledge of marketing/advertising. Thus, it includes not only all essentials of digital advertising, but also content about marketing planning in general. Thus, it helps students to see a bigger picture of marketing and where digital advertising fits in.","accuracy_rating":5,"accuracy_review":"The content is accurate. For example, SEO is a highly technical component of digital advertising. Chapter 9 does a great job of including all terms, aspects, and steps of doing SEO. This chapter also has a healthy amount of SEO in source codes, not too much, nor too little. \r\nChapter 18 and Chapter 19 about measurement reflect the current practices and future directions of optimizing and measuring website performance. Chapter 19 addresses A/B testing, and optimizing landing pages.  All content is current and accurate.","relevance_rating":5,"relevance_review":"This book is highly relevant to digital advertising. It covers digital advertising planning, various strategies, pricing models, optimization and measuring. Content marketing is an important topic that the book could emphasize a little bit more. For example, the book could address issues like internal and external communication based upon a publishing calendar, or other practices in the industry.","clarity_rating":5,"clarity_review":"Each chapter has a case study that helps student to understand concepts. The writing is easy to understand. In particular, it does a great job of explaining some of the technical terms in analytics. ","consistency_rating":5,"consistency_review":"The book is consistent in terms of the depth of knowledge in each chapter. ","modularity_rating":5,"modularity_review":"I have been teaching this course for 5 years without a textbook, but I can easily adapt the book to fit my syllabus.\r\nEach chapter deals with a component. While there are inner connections, it is quite ease to modify the chapters to fit various teaching needs. For example, Chapter 2 is a great resource for writing situation analysis, and Chapter 3 is where one can find every important aspect of marketing research. As these chapters are comparatively independent to each other, I can easily direct my students to Chapter 2 for situation analysis as an assignment and point them to Chapter 3 if I want them to do marketing research.\r\n","organization_rating":5,"organization_review":"The organization of this book is outstanding. It is the best of its kind. It starts with basics of marketing/advertising planning, and gradually ease students in. This feature is particularly beneficial to accommodating students with various levels of knowledge. \r\nThe organization of the book also reflects insightful understanding of the process of digital advertising. Websites should be the base for other forms of digital communication. It is where transaction-oriented communication occurs, and it is the most important component of online presence. The book addresses not only content issues of websites but also navigation issues. SEO is briefly addressed in Chapter 7, and extensively explained in Chapter 9.","interface_rating":5,"interface_review":"High quality images and layout. ","grammatical_rating":5,"grammatical_review":"No grammatical errors","cultural_rating":5,"cultural_review":"Includes a wide variety of cases.","overall_rating":10,"overall_review":null,"created_at":"2018-10-22T14:17:52.000-05:00","updated_at":"2018-10-22T14:17:52.000-05:00"},{"id":2494,"first_name":"Erica","last_name":"Elliott","position":"Instructor of Digital Marketing","institution_name":"Grace College","comprehensiveness_rating":4,"comprehensiveness_review":"Overall, a majority of the digital marketing fundamentals the text covers are still relevant today, and it includes an applicable Table of Contents, Glossary and Index. The text does do a good job of introducing the digital marketing concepts and tying their relationship to marketing principles and the importance of how they should integrate into a comprehensive marketing plan, and not stand in isolation. \r\n\r\nHowever, since the last update to the text was done, there have been many changes in the digital space, which are either not covered or minimally discussed, such as Artificial Intelligence and its use in Programmatic Advertising and Chabot technology, social media advertising, visual search, and the growth of interactive “smart” devices like Siri, Google and Alexa.\r\n\r\nInstructors will want to supplement this text with additional books, articles or guides to ensure updated information is presented to the students. While terminology and an examples are provided within the book, instructors should also be prepared to use other tools or assignments for students to get a better understanding through application of the material.","accuracy_rating":4,"accuracy_review":"From a fundamentals perspective, the main concepts covered in the text are still applicable and accurate, but as mentioned before, since it has been several years since the text has been updated, many of the supporting links, data points and examples are no longer valid or out of date.\r\n \r\nWhen the material is covered in the classroom, it’s advised to make the students aware of the out of date information and be provided updated links or data to substantiate a concept or point. ","relevance_rating":4,"relevance_review":"For the most part, the primary digital marketing concepts and marketing principles are relevant, and most of the terms are still used today. There are a few exceptions:\r\n1.\ttechnology has advanced causing many additional opportunities and changes in the digital space\r\n2.\tthe authors of the e-textbook, Rob Stokes and the minds at Quirk, originate from South Africa, which could cause some of the content such as links and statistics to be irrelevant depending on which country the e-textbook is being used. \r\n\r\nThe text is written in such a way that it could be easily updated. ","clarity_rating":5,"clarity_review":"The text is written in such a way that someone that’s never had any experience in digital marketing could understand it on a fundamental level.","consistency_rating":5,"consistency_review":"Terms and concepts used throughout the text are consistently used and reinforced. ","modularity_rating":5,"modularity_review":"The book does a nice job of grouping the main content ideas into individual chapters or sections. The structure of the book is easy to follow with the use of sections, sub-sections, type formatting (bold, font size), colors, reference boxes and callout boxes.\r\n\r\nSidebar callouts are used to cross-reference to other sections of the book that contain relevant, applicable material.","organization_rating":5,"organization_review":"The flow of the content is logical. Each chapter includes an introduction and key terms and concept section at the beginning. This helps provide an overview of the content being presented in the chapter and summary of the terminology that’ll used. It provides a good reference for when going through the text. The case studies and supporting material at the end of each chapter provide a summary of the information presented in the chapter. ","interface_rating":3,"interface_review":"The text was only available in PDF format. The pages are grouped to be a spread (two pages at time). The pages could not be viewed individually. The experience could vary depending on what type of device and software used to view the text. If reading it on a large monitor, it was easy to navigate and view each spread and read without limitations. However, when trying to read it on a smartphone or tablet, it made it much more difficult to read.","grammatical_rating":5,"grammatical_review":"No major grammatical errors were found.","cultural_rating":5,"cultural_review":"The text was not offensive in any manner.","overall_rating":9,"overall_review":"NOTE: In 2016, Quirk  was purchased by WPP and was changed to Mirum South Africa. The 6th edition of eMarketing - The Essential Guide To Marketing In A Digital World was released in 2018 written by Rob Stokes under Red \u0026 Yellow Creative School of Business (https://www.redandyellow.co.za/textbook/). ","created_at":"2019-01-06T12:24:18.000-06:00","updated_at":"2019-01-06T12:24:18.000-06:00"},{"id":4143,"first_name":"Klara","last_name":"Karol","position":"Instructor of Business Administration","institution_name":"Holyoke Community College","comprehensiveness_rating":4,"comprehensiveness_review":"The content of the book is relevant and covers most marketing principles. One area I find missing is Global Marketing. Especially from e-marketing perspective it's important to cover the ever flattening global environment and its benefits and challenges. I like the structure Think, Create, Engage, Retain, Optimise. The Glossary is helpful too.","accuracy_rating":4,"accuracy_review":"The content is accurate, however not absolutely up to date. E-Marketing is difficult to cover in a textbook with the speed of industry changes. There are almost daily changes and new features to social media accounts, changes to SEO and technology used in eficient e-marketing. So by it's nature at the time book is published information needs updates.","relevance_rating":4,"relevance_review":"As described in the point above, the relevance of this topic is very short lived, because of the very fast changes in e-marketing. Some topics like The Internet of Things, Artificial Intelligence, Voice Marketing ( Apple’s Siri, Microsoft’s Cortana and Amazon’s Alexa) could be covered with more emphases, since that is the are of future growth and concentration.","clarity_rating":5,"clarity_review":"The book is very well organized and clear. All used terms are well described on beginning of the chapter they are most relevant for and later reinforced throughout the text.","consistency_rating":5,"consistency_review":"All the concepts explained and used throughout the book are consistently reinforced with relevant examples.","modularity_rating":5,"modularity_review":"As mentioned above, I like the structure of the text:  Think, Create, Engage, Retain, Optimise. Also the color coding for each chapter and clear numbering and font change for subchapters helps the reader to navigate around.","organization_rating":5,"organization_review":"The book's organization, structure and flow are very logical and are easy to follow. Each chapter defines the learning outcomes first, has introduction and continues with the definition of key concepts. Practical examples and case studies help reinforce the learning and comprehension. Most chapters end with summary, chapter questions and further reading. This is well organized text.","interface_rating":3,"interface_review":"The only modality I see is a PDF version, which isn't the most reader friendly. It can make it difficult to read on some smart devices. The links in the text are hyperlinked well and bring you to additional resources. All images and charts are displayed without problems, however can't be open as an independent object, that could be enlarged, copied or used in other way.","grammatical_rating":5,"grammatical_review":"I didn't find any grammatical errors.","cultural_rating":4,"cultural_review":"The text is not culturally insensitive or offensive in any way, however I would like to see more global marketing examples.","overall_rating":9,"overall_review":"No","created_at":"2020-06-29T15:47:03.000-05:00","updated_at":"2020-06-29T15:47:03.000-05:00"},{"id":33340,"first_name":"Kashef","last_name":"Majid","position":"Associate Professor of Marketing","institution_name":"University of Mary Washington","comprehensiveness_rating":4,"comprehensiveness_review":"The book does a great job covering topics such as search engine optimization and analytics. I found that the section on advertising was quite good but would have liked to see a discussion of the ad server waterfall as well as header bidding. The concept and creation of header bidding has disrupted the traditional ad server waterfall and I felt that needed more inclusion.","accuracy_rating":4,"accuracy_review":"It was quite good except header bidding relating to online advertising was omitted.","relevance_rating":5,"relevance_review":"Very practical and relevant. The inclusion of case studies as helpful as well as the images to walk you through some of the steps of advertising on Facebook and Google Analytics.","clarity_rating":5,"clarity_review":"Very clear with additional links to further information and images that showed you how to do things step-by-step.","consistency_rating":5,"consistency_review":"I could see no inconsistencies here.","modularity_rating":5,"modularity_review":"Absolutely, the book does a great job dividing into relevant sections. It was very easy to follow.","organization_rating":5,"organization_review":"Similar to modularity, very easy to follow. Progressed logically.","interface_rating":5,"interface_review":"No distortions that I could see.","grammatical_rating":5,"grammatical_review":"I could not find any errors.","cultural_rating":5,"cultural_review":"I'm not quite sure this section is relevant to this book.","overall_rating":10,"overall_review":null,"created_at":"2021-07-10T12:01:26.000-05:00","updated_at":"2021-07-10T12:01:26.000-05:00"},{"id":33483,"first_name":"Reto","last_name":"Felix","position":"Associate Professor of Marketing","institution_name":"University of Texas Rio Grande Valley","comprehensiveness_rating":5,"comprehensiveness_review":"The text is quite comprehensive and embraces important topics in eMarketing, including eCommerce, digital copywriting, digital advertising (search, online, social media), content marketing, social media platforms and strategies, video marketing, data analytics/KPIs, and SEO. In addition, the first six chapters of the book address more generic marketing and user experience (UX) topics, such as strategy (including SWOT and the marketing mix), customer behavior, market research, UX, and web development. \r\nThere are two topics that are currently missing and that I would have liked to see in the book: 1) A chapter on social media ethics (or “digital” ethics in general), and 2) an outline and sample for a social media marketing plan. However, I feel that instructors should be able to include these topics based on additional external sources.","accuracy_rating":5,"accuracy_review":"Accuracy is high and the book provides rich detail without overwhelming the reader with technical jargon. Some textbooks tend to remain at times a bit superficial or generic, and this is certainly not the case for the current book. Overall, the author does a great job in presenting somewhat more complex issues in user-friendly ways.","relevance_rating":5,"relevance_review":"I would argue that it lies in the nature of the topic that some of the more specific parts of a textbook on eMarketing/Social Media Marketing become outdated very quickly. This is indeed particularly visible for, e.g., search engine algorithms and social media platforms, which are in a constant flux. For example, the book does embrace the most important social media platforms in chapter 16 (including Facebook, YouTube, Instagram, Twitter, Snapchat, LinkedIn, Pinterest) and also comments on blogging and podcasts, but given that the last edition of the book was published in 2018, TikTok is indeed completely missing. Nevertheless, I would argue that the book is quite successful in presenting content that remains relevant for the reader and that integrating newer developments in eMarketing and social media into the course should be relatively easy for instructors, given the modular structure of the chapters and the sub-sections within each chapter.","clarity_rating":5,"clarity_review":"In my assessment, the language used in this book is clear and concise, and it introduces important technical expressions without drifting towards overusing jargon.","consistency_rating":5,"consistency_review":"I found the text to be very consistent and I did not see any contradictions within or between the different chapters in the book. In addition, the 21 chapters of the book are well balanced when it comes to word count/length, and they have a similar structure throughout.","modularity_rating":5,"modularity_review":"Modularity between the chapters is very good (i.e., individual chapters can be easily used as independent building blocks in a course). Within each chapter, modularity is possibly a little bit more limited because it may be difficult to identify larger themes within each chapter. However, because the individual chapters are relatively short, I don’t feel that this is an issue for those instructors who only want to use parts of the book. I also feel that the current chapter structure allows instructors to rearrange them easily. For example, an instructor who would like to address SEO (currently chapter 8) more towards the end of a course or video marketing (currently chapter 19) more towards the beginning of a course should easily be able to do so.","organization_rating":5,"organization_review":"I very much liked the organization of the text. The individual chapters are relatively short, and it is easy to navigate through them without getting lost. Sub-sections and individual paragraphs are also relatively short, which increases user-friendliness. Each chapter contains a decent number of figures (sometimes also photos), which enhances the reading experience. Each chapter contains at the beginning a table with key terms and concepts (including definitions), which is very helpful. There are some minor redundancies here and there between the different chapters, but nothing that would be problematic or disturbing.","interface_rating":4,"interface_review":"As indicated by other reviewers, the book comes as a pdf file with two pages of the book grouped on one landscape page of the pdf. This makes navigation even on larger screens not very user-friendly, and users trying to read the text on a smaller screen will most probably not have a satisfying user experience. It might be better in my opinion to use traditional portrait pages in the pdf, and (if possible) in addition offer a web-based version that could dynamically adjust the width of the text to the reader’s screen.","grammatical_rating":5,"grammatical_review":"Similar to other reviewers, I did not see any grammar or spelling issues (however, I am not a native English speaker). I found the text to be concise and relatively easy to read.","cultural_rating":5,"cultural_review":"As indicated by other reviewers, the author of the book is from South Africa and at times some of the provided links refer back to a South African context. However, I would argue that the book is overall culturally neutral and should be meaningful in any cultural context. I did not see anything in the book that I would flag as culturally insensitive or offensive.","overall_rating":10,"overall_review":"Contrary to “established” topics such as marketing management or services marketing, my perception is that it is still not easy to find high-quality textbooks on eMarketing and social media. The current book is in my opinion better than many commercially available textbooks from publishers such as Pearson, McGraw-Hill, or Cengage, and I am impressed by the work the author put into this content-rich and detailed book. Regarding the continuity of the textbook (which may be an important factor for instructors when deciding about adopting a textbook), personal email communication with the author/publisher (Red\u0026Yellow) confirmed that the 7th edition is planned to be released in or about April of 2022.","created_at":"2021-11-25T18:01:36.000-06:00","updated_at":"2021-11-25T18:01:36.000-06:00"},{"id":34240,"first_name":"Kathleen","last_name":"Ferris-Costa","position":"Associate Professor","institution_name":"Bridgewater State University","comprehensiveness_rating":5,"comprehensiveness_review":"Very well set up and easy to follow.","accuracy_rating":5,"accuracy_review":"Content was unbiased.","relevance_rating":4,"relevance_review":"Content was up to date for a 2018 revision.","clarity_rating":5,"clarity_review":"Content was clear and consistent with industry terminology.","consistency_rating":5,"consistency_review":"Content was consistent with its use of terminology and setup.","modularity_rating":5,"modularity_review":"The different sections were easy to follow and useful in setting up student reading assignments.","organization_rating":5,"organization_review":"Conent was well organized.","interface_rating":4,"interface_review":"I suggest putting the references at the back of the book by chapter as opposed to the end of each section.","grammatical_rating":5,"grammatical_review":"No grammatical errors.","cultural_rating":4,"cultural_review":"Would have like to have seen more information from a global perspective.","overall_rating":9,"overall_review":"The book covers most of the relevant marketing principles. It was last updated in 2018 and is probably due for an update since the field of digital marketing is always evolving. I would suggest the addition of referencing current examples in class to provide relevant updates to students. As with other reviewers, I did find it lacking in the area of global marketing.  I would also like to have seen a chapter on digital marketing ethics. Overall, a very good resource for a digital marketing course.","created_at":"2022-12-06T09:42:57.000-06:00","updated_at":"2022-12-06T09:42:57.000-06:00"},{"id":35494,"first_name":"Matt","last_name":"Vollrath","position":"Associate Professor of Business Administration","institution_name":"Ohio Wesleyan University","comprehensiveness_rating":4,"comprehensiveness_review":"This text is a great tactical resource. It goes into helpful detail regarding process and the \"how-tos\" of digital marketing. It is not however, a \"big picture\" book, and does not offer a cohesive strategic framework for approaching the work of digital marketing.","accuracy_rating":5,"accuracy_review":"Extensive citations of scholarly and trade sources, listed clearly by chapter and section. Spot-checks reveal current definitions and approaches.","relevance_rating":4,"relevance_review":"The book helpfully includes many case examples and relevant data. Published in 2022, it may feel already feel a bit outdated to many students as digital marketing is a field that evolves especially quickly.","clarity_rating":5,"clarity_review":"Plain-language style, definitions in shaded tables (see “Key Terms \u0026 Concepts” section openers) and plentiful real-world examples support novices.","consistency_rating":5,"consistency_review":"Concepts and terms introduced in early chapters of the book are referred to and applied in later chapters. The glossary in the back of the book is especially helpful in keeping track of key words and ideas.","modularity_rating":4,"modularity_review":"Chapters and sub-sections have clear themes and associated terms/concepts that facilitate ease of remix around whatever topic is being studied and when. Case studies are boxed and self-contained. The PDF format makes jumping around a bit cumbersome.","organization_rating":5,"organization_review":"Very well organized, both in terms of chapter sequencing, and themed sections which logically build on one another. Chapters themselves follow a helpful patter (Objectives → Content → Case Study → Questions).","interface_rating":3,"interface_review":"PDF is the only option. Although the text is well organized (even color-coded), moving easily through a PDF is a chore, and doesn't facilitate usage of multimedia resources. Images and charts render well in the PDF.","grammatical_rating":5,"grammatical_review":"The text is well-edited and appears to be error-free","cultural_rating":4,"cultural_review":"The book's many examples will interest students, but there is little consideration to topics beyond the tactical aspects of digital marketing. In particular, the text lacks a discussion of ethical issues in marketing.","overall_rating":9,"overall_review":null,"created_at":"2025-05-28T15:12:55.000-05:00","updated_at":"2025-05-28T15:12:55.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/emarketing-the-essential-guide-to-marketing-in-a-digital-world","updated_at":"2025-12-15T02:10:30.000-06:00"},{"id":23,"title":"Launch! Advertising and Promotion in Real Time","edition_statement":null,"volume":null,"copyright_year":2009,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism \u0026 mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag \"A Fuller Spectrum of News.\" Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look ”behind the curtain“ — even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.","contributors":[{"id":3766,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Michael","middle_name":null,"last_name":"Solomon","location":"St. Joseph’s University","background_text":"Michael R. Solomon, PhD, is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University. Previously, he served as the Human Sciences Professor of Consumer Behavior at Auburn University and as Chairman of the Department of Marketing in the School of Business at Rutgers University. He began his academic career in the Graduate School of Business Administration at New York University. Dr. Solomon earned a Ph.D. in Social Psychology at the University of North Carolina at Chapel Hill and was awarded the Fulbright/FLAD Chair in Market Globalization."},{"id":3767,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Lisa","middle_name":"Duke","last_name":"Cornell","location":"University of Florida","background_text":"Lisa Duke Cornell is an Associate Professor in the Department of Advertising at the University of Florida College of Journalism and Communications. Dr. Duke Cornell joined the advertising department after ten years as an award-winning copywriter and creative supervisor at Long Haymes Carr/Lintas, working on major accounts like Hanes, Planters/Lifesavers, Jefferson-Pilot Insurance, Rich Foods, Wachovia Bank, and Tyson/Holly Farms. She has won numerous industry awards, including “Best of Show” Addys for print and television, as well as recognition by the New York Art Directors Club and the International Film and Television Festival. Her creative work was also featured as one of Advertising Age’s best commercials of the year. Dr. Duke Cornell received her Ph.D. from the University of Georgia, where she also earned her master’s degree."},{"id":3768,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Amit","middle_name":null,"last_name":"Nizan","location":"Advertising Age","background_text":"Amit Nizan earned her B.S. in Advertising from the University of Florida. She then went on to work in account management at TBWA\\Chiat\\Day and SS+K, both in New York City. Among her clients were local, international, and competitive brands such as A\u0026E Television Networks, Boots Retail International, Nextel, NASCAR, BlueCross and BlueShield Association, The Massachusetts Teacher’s Association, and msnbc.com. Ms. Nizan led the msnbc.com account team, responsible for overseeing the “Fuller Spectrum of News” campaign that would receive a host of accolades including the 2008 Webby for Integrated Campaign and 2008 Effie Gold for Small Budgets. In 2008, Ms. Nizan joined the editorial team at Advertising Age where she curated the content of the leading industry publications’ events. She organized experts from leading brands such as Nike, Verizon, Facebook, Unilever, and Procter \u0026 Gamble and agencies such as BBDO, Barbarian Group, and Martin Agency."}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"},{"id":16,"name":"Journalism, Media Studies \u0026 Communications","parent_subject_id":null,"call_number":"P91.3","visible_textbooks_count":57,"url":"https://staging.open.umn.edu/opentextbooks/subjects/journalism-media-studies-communications"}],"publishers":[{"id":108,"url":"http://www.saylor.org/site/textbooks/Launch!%20Advertising%20and%20Promotion%20in%20Real%20Time.pdf","year":null,"created_at":"2018-09-07T12:22:37.000-05:00","updated_at":"2018-09-07T12:22:37.000-05:00","name":"Saylor Foundation"}],"formats":[{"id":276,"type":"PDF","url":"http://www.saylor.org/site/textbooks/Launch!%20Advertising%20and%20Promotion%20in%20Real%20Time.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":277,"type":"Online","url":"https://saylordotorg.github.io/text_launch-advertising-and-promotion-in-real-time/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4","textbook_reviews_count":6,"reviews":[{"id":157,"first_name":"Kathleen","last_name":"Stansberry","position":"Assistant Professor","institution_name":"Cleveland State University","comprehensiveness_rating":3,"comprehensiveness_review":"This text tackles a broad array of topics related to the evolving strategic communication industry. Because the range of topics addressed throughout the book is so extensive, the authors often provide only imprecise references to major concepts and theories relevant to professionals in professional communication fields. This book would benefit from more nuanced discussion of the foundations of strategic communication theory and practice.\r\n\r\nAt more than 400 pages this is a hefty read. I would also like to see a glossary of key terms and index to assist in navigation of the book.","accuracy_rating":4,"accuracy_review":"This book is well-researched and the information provided is accurate. That said, the references to media theory are vague and provide only basic information about the application of major theories in the practice of strategic communication.","relevance_rating":3,"relevance_review":"This book is written from an industry perspective with a strong focus on the use of case studies to illustrate key concepts. The reliance on industry examples and case studies does tend to date much of the material in the book. This book should be updated to include references to more recent technologies and current information regarding social media tools. The segmented nature of the book chapters, with separate sections that expand on examples or provide mini-case studies, make it easy to update. However, it does not appear that the authors have addressed outdated content at this time.","clarity_rating":5,"clarity_review":"The authors of this text avoid the all too common practice of lapsing into convoluted academic speak. Industry terms are clearly explained and references to professional practices that may be unfamiliar to readers are elaborated on appropriately. I appreciated the straightforward prose of this text and believe students would find if an easy read.","consistency_rating":4,"consistency_review":"The consistent structure of each chapter makes this text easy to navigate. The inclusion of learning objectives, key takeaways, and hands on exercises build a clear framework that is maintained throughout the book. The use of graphic elements, although a welcome addition to the text, vary substantially in design and would benefit from a more uniform style.","modularity_rating":3,"modularity_review":"The book is divided into a coherent chapter structure, each of which is further subdivided into content areas. However, the use of a single case study throughout the text would make it difficult for an instructor to realign readings. The text is clearly meant to be read from beginning to end in a linear manner.","organization_rating":3,"organization_review":"In an interesting departure from typical strategic communication textbooks, Launch! Is organized around the process an advertising agency would engage in during the course of a campaign. The book chapters cover such topics as the client pitch, research, audience identification, tactic development, and assessment. This promising method of presenting information appropriate for a survey course in strategic communication campaign development falls short of expectations. The overarching case study related to the msnbc.com campaign appears intermittently but does not coherently tie the vast range of material presented in this book together.","interface_rating":5,"interface_review":"The text is well designed and no significant interface issues are evident.","grammatical_rating":5,"grammatical_review":"The text is well-written and no grammatical errors were identified.","cultural_rating":4,"cultural_review":"This text is not culturally insensitive or offensive, but it also does not use examples that are inclusive of a variety of races, ethnicities, sexual orientations, classes, or backgrounds. The book was written by representatives from both academia and industry. Many of the examples and case studies in the text appear to be from accounts that SS+K, the agency partner that participated in the development of the text, worked on. The book focused on for-profit clients and business campaigns. It would benefit from the inclusion of other types of strategic communication case studies such as from nonprofit, advocacy, political, and healthcare industries.","overall_rating":8,"overall_review":"The links to sources, which were included both within the text and in the works cited sections at the end of each chapter, represent a wealth of great resources for students in strategic communication. This is obviously a well-researched text and the authors should be commended for their efforts.","created_at":"2015-01-12T18:00:00.000-06:00","updated_at":"2015-01-12T18:00:00.000-06:00"},{"id":1554,"first_name":"Katryna ","last_name":"Johnson","position":"Professor of Marketing","institution_name":"Metropolitan State University","comprehensiveness_rating":3,"comprehensiveness_review":"The text provides a survey of advertising and promotion concepts.  The authors provide good links to external resources at the end of each chapter.  The discussions on ROI and measurement are well written and provide students with a good illustration of the concept and how to measure it. \nThis text is over 400 pages and gives a cursory look at promotions. The text lacks depth as it does not go into detail on many important concepts.  The text focuses on advertising which is only one aspect of promotions.  While the text does mention Integrated Marketing Communications, little detail is provided on topics outside of advertising.  Direct Marketing, Public Relations, Sales Promotions Broadcast, Event Marketing, Sponsorships receive a brief discussion. IMC is defined to the extent that students will know it stands for Integrated Marketing Communications, but there is little discussion on what it actually entails (producing a consistent message) or on how this should be done. \nThe chapter on research provides a good summary table of qualitative versus quantitative research, but the chapter lacks a discussion on content analysis. While the table lists different methods, there is no or limited discussion on what each of these methods entails.  For instance, projective techniques are listed, but no definition is given. \n","accuracy_rating":4,"accuracy_review":"The writing is focused on industry practices with very limited explanation of theoretical concepts.  The industry information is accurate and interesting, but since there are limited attempts to discuss theory and provide definitions, students may be confused as to what the concepts are that are being illustrated. ","relevance_rating":4,"relevance_review":"The examples in the text are good illustrations of practice in the verbal descriptions, but should be updated especially in the area of online social media such as including a more complete discussion on search engine optimization, types of paid searches (organic vs nonorganic), contextual advertising and using social media sites such as Instagram or Pinterest.  Illustrations of how these are used should also be included.  \nAdditionally, more examples (illustrations – not just text descriptions) of all types of promotions should be included such as out of home advertising, support media, product placement, green marketing, etc.\n","clarity_rating":3,"clarity_review":"The writing is easy for students to understand, but concepts are usually not defined. This would make it difficult for a student to apply concepts at a later time.  The authors frequently mention concepts and then give an example without providing a definition leaving it up to the student to figure out what the concept actually is. ","consistency_rating":5,"consistency_review":"Each chapter is structured in a similar format providing learning objectives, text, key takeaways and exercises. Some portions of the book also have a section entitled “Tie it all Together” and “Use What you Learned”.  It would be helpful if there were an introduction to the book explain to students the purpose of each section.","modularity_rating":3,"modularity_review":"An instructor would be able to extract some components of the text for discussion (ones that are not reliant on the case). However, there is a case that ties the book together so moving some of the sections could be confusing. ","organization_rating":3,"organization_review":"There is no table of contents to the text in the pdf version.  While the broad topics are illustrated in a figure, there is no way to view how the ideas connect.  A glossary and table of contents would greatly aid in this.  Additionally, if the authors added in an upfront section explaining the sections in each chapter it would facilitate learning (such as explaining what the “Dig Deeper” section is intended to accomplish). The online version does have a table of contents.\nThe 4 Ps are presented after discussion on promotion.  Students need to understand the 4 Ps first to see the broad picture and then ensue in a discussion on promotion. It needs to be made clear that advertising is only one of many components of promotion.  \nConcepts are often discussed before they are defined. For instance, segments and branding are discussed without first providing a definition for clear understanding. \n","interface_rating":5,"interface_review":"Overall, the text is easy to access in Pdf format (although there are gaps leaving big white spaces and returns sometimes occur at the wrong time breaking up a sentence). The online format is much easier to read and as it has a table of contents making it is easier to maneuver in the interface.","grammatical_rating":5,"grammatical_review":"The text contains no grammatical errors.","cultural_rating":4,"cultural_review":"The text writing is generally not culturally insensitive, but the illustrations need to include people of different ages and include people with disabilities.  Having no illustrations of ads with seniors is not current with work being done today in advertising. ","overall_rating":8,"overall_review":"Any instructor using this resource must be prepared to supplement it. ","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":4604,"first_name":"William","last_name":"Hanff","position":"Assistant Professor","institution_name":"The University of the District of Columbia","comprehensiveness_rating":4,"comprehensiveness_review":"This book functions very well as second year undergraduate text.  Almost all of the necessary information is explained in reasonable detail in the early chapters of the book.  Chapters 2, 3 and 4 provide a compelling and clear explanation of the Advertising and Integrated Marketing industries with a reasonably balanced approach to the \"good\" and \"bad\" in terms of culture and economics of advertising.  Chapter 5 provides a complete discussion of audience metrics and data and types of research.  Chapter 6 introduces segmenting, targeting, and positioning along with branding strategies.  Chapters 11, 12 and 13 detail the case study while touching on industry standards and best practices.  Chapter 14 recaps measurement, return on investment and the structure and style of a client-agency relationship that was introduced in Chapter 1.  The 'Ethical Dilemma', 'Digital Natives', and 'Use What You've Learned' sections at the end of each chapter reinforce the information and knowledge of each chapter's content.  Additional information on Social Media Metrics, Neuromarketing, Search Engine Algorithms, and other trending topics will need to be added -- either in a new edition or by the Instructor.","accuracy_rating":5,"accuracy_review":"The background history, key players, and design of the practices and theory of advertising remain accurate.  The current edition of this textbook was published in 2012, and several of the examples are now dated, many of the systems for measuring impact have evolved and changed.  Many of the ideas on 'New Media' in Chapter 10 are missing Social Media Metrics and SEO analytics.   However most of the information on SOV and ROI from Chapter 7 and Chapter 14 remain accurate and relevant.  Links to trusted publishers, educational partners and industry trade groups reinforce the accuracy of the content of many chapters.  The authors worked to address several of the biases implicit in the advertising industry.","relevance_rating":4,"relevance_review":"Initially published in 2012, several of the examples are now dated.  The main case study on the launch of msnbc.com is still somewhat relevant -- but many of the events described are from 2006-2008.  Many students will likely recognize msnbc.com as a very different brand than the one described in the text.  Much of the other material remains relevant and an update to the text should be relatively easy.  An industrious faculty member could insert a customized case study in place of the SS+K example.  Many of the examples from the 'Ad-Vice' sections at the end of each chapter remain relevant and compelling for discussion and further research.","clarity_rating":5,"clarity_review":"The case-study model allows for both broad concepts to be introduced and for specific details to be explained in light of the SS+K and msnbc.com launch process.  Chapter 8 provides a simple-yet-powerful approach to finding a brand's Noble Purpose (a combination of Brand Truth and Consumer Truth) and then uses this information to craft a Creative Brief around the Brand Insight, 'Big Idea' and Asymmetric Avenues.   Using both the SS+K case study and other real-world examples this text makes the theory of advertising relevant to students by exploring practical deployments.  The language is accessible at the undergraduate level.  Occasional complicated ideas may require extra explanation or student research.  Quotes and explanations from working professionals and their clients are both engaging and clever additions.","consistency_rating":5,"consistency_review":"The framework, language and internal organization is consistent.  There is occasional repetition of background ideas when they are relevant to a new idea in a later chapter.  Main themes, examples and assertions are valid and references and links are provided.","modularity_rating":5,"modularity_review":"Although this textbook is structured around the single case study of SS+K's work on the msnbc.com launch, most the of content of the individual chapters is broad and deep enough to be used (or remixed) in several different patterns.  The end-of-chapter questions and exercises can be rearranged depending on the needs, length, and skill sets of the students.  In its current format (i.e. the PDF version) the text is well-suited to a traditional 14-16 week undergraduate course.","organization_rating":5,"organization_review":"Utilizing the narrative structure of the main case study, the book is well organized in a chronological pattern.  Specific background information and industry-specific content is located at natural points along the multi-chapter description of the SS+K and msnbc.com case study.  Connections between early chapter information and later examples are made clear.  Navigation within and between chapters is simple and predictable.","interface_rating":4,"interface_review":"The PDF version of the textbook is well designed and laid out, with a few long stretches of white space and occasional crowding in the 'Key Takeaway' and 'Exercises' sections at the end of each chapter.  The hypertext Online version of the textbook has a clear and concise lay out with indented chapter subheadings and further indented bullet points.  All headings, subheadings and sub-subheadings are hyperlinked.  Infographics, illustrations, diagrams and other graphics are frequent and relevant.  Some text and font sizes within examples and illustrations can be very small.","grammatical_rating":5,"grammatical_review":"The spelling, grammar and syntax are all Standard American English and at roughly a 12th to 14th grade reading level.  Jargon is minimal, with new terms defined when encountered in the text.  Citations and references are correct.  Some of the example advertising copy uses idiomatic phrases and patterns, but all of these are marked as either quotes or in visual examples.","cultural_rating":4,"cultural_review":"The text is generally culturally sensitive.  While it is certainly focused on milieu of New York City in the early 20th century, it does provide several examples from international marketing campaigns.  The text links to videos that provide a reasonably broad diversity of ideas and people, but there could be more focus on multi-lingual and multi-cultural approaches to advertising and marketing.  Women and people of color are included, however the main focus is on the corporate culture of commercial advertising and by extension the overall dominant culture(s) in a global society. Chapter 3 highlights some of the long-standing problems within the advertising industry.","overall_rating":9,"overall_review":"With the right instructor, the right syllabus and motivated students \"Launch! Advertising in Real Time\" can be an engaging, educational and fun experience for traditional 16-week courses as well as modular, hybrid or accelerated classes.  The authors worked together with the SS+K agency to balance the must-cover content in an undergraduate advertising course with several compelling snapshots of pitching, winning, planning, researching, collaborating, media buying and evaluating a real-world advertising campaign.  Other engaging examples make technical or abstract ideas relevant and approachable without oversimplification or self-aggrandizement.  A few dated examples (online banner ads, ambush marketing, direct-response TV) but most of the main case study and other industry applications are both unique and relevant.  Students will enjoy the interviews and example advertisements (video, web, print).  Instructors will enjoy a clear organization, layout and ample prompts for discussions or extended student research and projects.","created_at":"2021-01-31T18:57:38.000-06:00","updated_at":"2021-01-31T18:57:38.000-06:00"},{"id":4791,"first_name":"Colleen","last_name":"Fitzpatrick","position":"Associate Professor","institution_name":"Saint Mary's College","comprehensiveness_rating":4,"comprehensiveness_review":"Given the publication date of the text (2009), it is quite comprehensive with coverage of integrated marketing communication (IMC).  IMC is a hefty field, drawing from three large areas of professional communication, and the authors do solid work in covering all of the vital elements.  As one would expect, the  information on social/digital/streaming media is limited, but the text covers the basics so well that instructors could supplement it with details on these media and current examples.  Unfortunately, the text does not have an index or glossary; these are generally standard in texts of this nature and provide terms as well as mentioned brands.  Additionally, the table of contents is only really functional in the online version (as opposed to the pdf).","accuracy_rating":4,"accuracy_review":"The focus on the SS+K agency and the MSNBC launch provides a unique way to explore the concepts of IMC.  In general, the authors do a good job of including multiple examples from across a range of brands, but the emphasis on SS+K does sometimes limit the variety of viewpoints expressed.","relevance_rating":5,"relevance_review":"It's really quite remarkable how well the content of the text has held up given the dynamic nature of the IMC field and the explosion of social/digital media.  While I would absolutely love to see an update of this text, there are numerous resources that instructors could use to provide detail on the missing areas.  It also could be a fascinating exercise to provide updates to the various examples given as well as explore the impact of \"cancel culture\" on branding when considering the examples of personalities such as Michael Jackson, Chris Brown, Michael Phelps, and Chris Brown (all of whom were covered in a positive fashion in the text).","clarity_rating":4,"clarity_review":"One of the best qualities of Launch! is the conversational tone.  Even the jokes held up well, and humor is extremely difficult to use in an academic approach.   It's very readable but not condescending.  The language of Launch! is appropriate for all levels.\r\n A glossary would have enhanced the text as the authors do tend to jump into concepts (such as push and pull marketing) without much background information, especially in early chapters.","consistency_rating":5,"consistency_review":"Launch! flows very well from start to finish.  The approach is solid and the use of a running example provides a natural organization to the text.  While some chapters seem a bit abbreviated compared to others, the book is a good, comprehensive text.","modularity_rating":5,"modularity_review":"The text can easily be broken down by chapter and section.  Each section of the chapter is clearly labeled with specific learning outcomes.  The chapters conclude with exercises and activities.  Instructors can easily assign chapters in a different order if need be.","organization_rating":5,"organization_review":"One of my favorite features of the text is the use of the flow diagram of the chapters, which replicates the steps of a campaign.  Initially, I thought this would be too limiting, but I quickly found that the authors encompassed all major concepts of IMC.  Even topics such as IMC ethics, which can be difficult to insert \"naturally\" into a campaign approach, were integrated seamlessly.","interface_rating":4,"interface_review":"Overall, the online version is more easily navigated than the pdf version, which has some spacing flaws and always bumps back to the beginning of the text if links are followed.  Not surprisingly, not all links are still active, but many are and still provide a useful reference.","grammatical_rating":5,"grammatical_review":"There weren't any distracting errors I caught.","cultural_rating":3,"cultural_review":"This is where Launch! shows its age.  While it certainly was never offensive, there was little effort to address diversity in IMC, either within the industry or the branding.  Sensitive issues such as targeting diverse populations weren't really covered.  This is likely the area that instructors will want to supplement the most.","overall_rating":9,"overall_review":"When I first \"opened\" Launch!, I wasn't overly optimistic.  I thought - surely this text will be outdated and at best, I might be able to use a reference or two.  I am delighted to be proven wrong and now intend to use this text for my Marketing Communication text.  I would be even more delighted with an updated version :)","created_at":"2021-04-19T12:56:55.000-05:00","updated_at":"2021-04-19T12:56:55.000-05:00"},{"id":4966,"first_name":"Nicole","last_name":"Hall","position":"Instructor of Business","institution_name":"Bristol Community College","comprehensiveness_rating":4,"comprehensiveness_review":"The book covers all areas and ideas of the subject appropriately, but does not provide an effective index or glossary.","accuracy_rating":5,"accuracy_review":"The content is accurate, error-free and unbiased.","relevance_rating":4,"relevance_review":"The book is relevant and the majority of content is up-to-date. However, companies are making changes constantly. Instructors should be mindful that in the digital age, technology is changing at a rapid speed. Thus, instructors should provide additional resources such as YouTube videos and current articles if a company has made any updates and or changed previous advertising campaigns. At the same time, instructors should remind students, \"history always repeats itself\". Therefore, past examples should not be discounted or not seen as irrelevant. The text is straightforward and written in an easy to follow format.","clarity_rating":4,"clarity_review":"Overall, the text is accessible and written with clarity. However some terms are not clearly defined. This may cause some students to look to outside resources to help better define and understand certain terms.","consistency_rating":5,"consistency_review":"The text is internally consistent in terms of terminology and framework. Each chapter is consistent, making it easy for students to follow and advance throughout their readings.","modularity_rating":5,"modularity_review":"The text is easily readily divisible into smaller reading sections that can be assigned at different points within the course.","organization_rating":4,"organization_review":"In the PDF version of The book \r\n\r\nThere is no table of contents to the text in the pdf version. While the broad topics are illustrated in a figure, there is no way to view how the ideas connect. A glossary and table of contents would greatly aid in this. Additionally, if the authors added in an upfront section explaining the sections in each chapter it would facilitate learning (such as explaining what the “Dig Deeper” section is intended to accomplish). The online version does have a table of contents. The 4 Ps are presented after discussion on promotion. Students need to understand the 4 Ps first to see the broad picture and then ensue in a discussion on promotion. It needs to be made clear that advertising is only one of many components of promotion. Concepts are often discussed before they are defined. For instance, segments and branding are discussed without first providing a definition for clear understanding.","interface_rating":5,"interface_review":"The text is well designed and no significant interface issues are evident.","grammatical_rating":5,"grammatical_review":"The text is well-written and no grammatical errors were identified.","cultural_rating":5,"cultural_review":"The book discusses culture in a many ways and is inclusive to a variety of races, ethnicities, and backgrounds.\r\nIn Chapter 3 on page 76, multicultural advertising is addressed. Stating: \"The Advertising Research Foundation, for \r\nexample, sponsors a Multicultural Research Council to promote a better understanding of relevant \r\nissues. [14] We still have a way to go to overcome stereotypes—not all African Americans are into hip-hop \r\nand not all Asian Americans are studious—but many agencies are working hard to address these issues, \r\nespecially as they aggressively try to add diversity to their organizations. \r\n\r\nHere are a few example you can find throughout the book: \r\n1. Dig Deeper, a provocative advertising campaign by Dove features underwear-clad women with imperfect bodies to call \r\nattention to the unrealistic messages about our bodies that some marketing messages communicate. \r\n2. Frito-Lay, responded to protests by the Hispanic community and stopped using the Frito Bandito character in 1971. \r\n3. Quaker Foods gave Aunt Jemima a makeover in 1989.\r\nRecently, in 2020 the breakfast brand Aunt Jemima has removed its logo and has been renamed the Pearl Milling Company.\r\nThis example is a great lesson to show how branding perpetuated a racist stereotype. Similarly, a recent campaign gives a radical makeover to the black Uncle Ben character who appeared on rice packages for more than sixty years dressed as a servant.\r\n\r\nThe book gives you the foundation and examples. Instructors should provide additional visuals of the examples with YouTube videos and elaborate through group discussion to foster open dialogue about the importance of inclusive marketing. \r\n\r\nA recommendation would be to add a chapter called Culture or Diversity in Advertising. There are only 14 chapters in this book, so adding one more chapter does not seem unreasonable. In the Management OpenStax OER book, there is a chapter called Diversity in Organizations. At Bristol Community College we are committed to diversity. Thus, we find value in OER providing diversity, as it is an important part of our curriculum. A suggestion for instructors teaching advertising and using this resource is to incorporate a project / paper that focuses on Diversity in Advertising.","overall_rating":9,"overall_review":"I have used this book to teach my advertising class and it is a great alternative to a traditional textbook. I just wish a Table of Contents and Glossary were provided in the PDF version. A recommendation would be to add a chapter titled \"Diversity in Advertising\" so readers can learn the importance diversity in advertising and inclusive marketing. In addition to the book, it would be nice if PowerPoint slides were provided like OpenStax offers. OpenStax does not currently offer an advertising textbook. Therefore, I use this book as the foundation for my advertising class and supplement visuals with YouTube videos and have created my own PowerPoint presentations. I recommend using this book and have found students appreciate the consistency, as it is similar to a traditional textbook without the expense.","created_at":"2021-05-24T08:23:29.000-05:00","updated_at":"2021-05-24T08:23:29.000-05:00"},{"id":35518,"first_name":"Lisa","last_name":"Bergson","position":"Assistant Professor","institution_name":"Bridgewater State University","comprehensiveness_rating":4,"comprehensiveness_review":"The book was comprehensive and would be of interest to advertising students.","accuracy_rating":4,"accuracy_review":"The book does a great job of citing sources and including accurate, unbiased data.","relevance_rating":5,"relevance_review":"Real-world examples in this book are current and enhance learning.","clarity_rating":5,"clarity_review":"Easy to read and avoids jargon.","consistency_rating":5,"consistency_review":"This book is written in a consistent format.","modularity_rating":5,"modularity_review":"The setup of the text is effective and easy to read.","organization_rating":5,"organization_review":"This book is well organized and easy to navigate.","interface_rating":5,"interface_review":"There are no interface issues with this text.","grammatical_rating":5,"grammatical_review":"No grammatical errors noted in this text.","cultural_rating":5,"cultural_review":"This textbook is not culturally insensitive or offensive in any way.","overall_rating":10,"overall_review":null,"created_at":"2025-06-09T12:14:58.000-05:00","updated_at":"2025-06-09T12:14:58.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/launch-advertising-and-promotion-in-real-time","updated_at":"2025-12-15T02:01:54.000-06:00"},{"id":42,"title":"The Power of Selling","edition_statement":null,"volume":null,"copyright_year":2010,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":"","accessibility_features":[],"description":"The Power of Selling is the perfect textbook to teach students about the proven process of selling. More important, it teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional sales people learn (or brush up) on their own selling skills. What makes someone successful in sales? Are great sales people born or made? Is there one magic selling process, or does the process change based on the business‚ or the customer? How can the selling process really come alive for students in the classroom? How do students learn how to sell for life, not just for a course? The Power of Selling by Kim Richmond answers these questions and makes the principles of selling come alive. Kim looks at the topic of selling through a different lens, and provides inspiration and ideas. The Power of Selling provides an exciting and interactive experience for both professors and students through the use of 4 unique elements: 1. Content The content is based on the core selling tenets so instructors will find the familiar principles of selling. In addition, the impact of Sales 2.0 is addressed at every stage including how to use interactive tools such as Twitter, LinkedIn, Facebook, blogs, and wikis effectively. 2. Selling U: The last section of each chapter is called Selling U. It applies the concepts covered in the chapter to a student's job search. Selling U topics include how to think about yourself as a brand, how to create a powerful cover letter and resume, how to create your personal elevator pitch, how to use networking and informational interviews to get the word out about your brand, how to prepare and dress for an interview, and how to negotiate and accept the right job offer. What makes The Power of Selling different is that Selling U is integrated into every chapter, which makes this text the ultimate guide to selling yourself. 3. Video Resources:Videos are used throughout the book. Additional videos that are not included in the text are available for instructor use. Here are videos that are available: … Video Ride-alongs — One of the best ways to learn about sales is by going on ride-alongs. So every chapter starts with an exclusive feature called a Video Ride-along. These short videos feature seven different sales professionals — one that starts each chapter. Each one talks about how he or she applies one of the key concepts covered in the chapter in their job. These videos are designed to be ”virtual ride-alongs“ so the students can actually feel as though they are getting insights first hand from selling professionals. … Over 50 videos are included featuring the sales professionals who are highlighted in the Video Ride-alongs. About half of the videos are used in the textbook. The balance are available for instructor use. Several are included in Video Learning Segments (see below). These videos are excellent resources for use in the classroom, exercises, and assignments. … Video Learning Segments In addition to the traditional supplements of Instructor Manual, PowerPoints, and Test Bank, there are also Video Learning Segments. These are PowerPoint slides embedded with videos designed to supplement the course PowerPoints and focus on one concept, like an ethical dilemma, pre-call preparation, or effective presentations, how to use email effectively. Each segment includes slides, videos, discussion questions, or exercises. 4. The Power of Selling LinkedIn Group. This group was created on LinkedIn.com expressly as a resource for the faculty and students who use this textbook. The group includes sales professionals from across the country and from different industries. This is a great tool for faculty and students alike to network, participate in discussions, ask questions, and connect with ”real world“ selling professionals. Kim Richmond's The Power of Selling is a fresh, interactive, and applied textbook intended for all introductory and sales, selling and salesmanship courses. If you're ready to prepare your ”students of selling“ for all that lies ahead in their professional career—you're ready for this book. Check it out.","contributors":[{"id":3802,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Kimberly","middle_name":null,"last_name":"Richmond","location":"Richmond Marketing + Communications","background_text":"Kimberly K. Richmond is an executive, author, speaker, and professor in the sales and marketing arena. She is a senior marketing executive with over twenty-five years of sales, marketing, and branding experience. She has held senior marketing positions at several major companies, including executive vice president of marketing at FAO Schwarz and other senior marketing roles at Kraft Foods, Sears, Zany Brainy, The Right Start, and Charming Shoppes. Ms. Richmond is currently a principal at Richmond Marketing + Communications, the marketing consultancy she founded. Her firm specializes in multichannel sales, marketing, and branding including traditional and online marketing and social networking strategies. She also consults with sales organizations to help them realize the true potential of their marketing and selling efforts. She is the author of Brand You, a guide to building and marketing your personal brand that was published by Pearson Prentice Hall in November 2008. She is also an adjunct professor at the Haub School of Business at Saint Joseph’s University (Philadelphia) and Rutgers University in New Jersey. She is a member of the Thought Leaders Panel for the Center for Consumer Research and the Advisory Board of the Department of Marketing at Saint Joseph’s University. Ms. Richmond frequently speaks at industry and academic events. She also serves on the Board of Governors of the Philly Ad Club. Ms. Richmond earned a Bachelor of Arts in Journalism from Northern Illinois University and a Master of Business Administration from Loyola University in Chicago."}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":21,"name":"Management","parent_subject_id":2,"call_number":"HD30.4","visible_textbooks_count":60,"url":"https://staging.open.umn.edu/opentextbooks/subjects/management"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":72,"url":"http://www.saylor.org/site/textbooks/The%20Power%20of%20Selling.pdf","year":null,"created_at":"2018-09-07T12:22:36.000-05:00","updated_at":"2018-09-07T12:22:36.000-05:00","name":"Saylor Foundation"}],"formats":[{"id":290,"type":"PDF","url":"http://www.saylor.org/site/textbooks/The%20Power%20of%20Selling.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":291,"type":"Online","url":"https://saylordotorg.github.io/text_the-power-of-selling/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4.5","textbook_reviews_count":10,"reviews":[{"id":1071,"first_name":"Vivi","last_name":"Caleffi Prichard","position":"Instructor","institution_name":"Chemeketa Community College","comprehensiveness_rating":5,"comprehensiveness_review":"This textbook is one of the most comprehensive I have reviewed as related to sales. Rich examples, applicable contemporary tools, links to additional resources, and accessible language add to the effectiveness of this material. The content covers all of the objectives set out in my course outline, from basic concepts to practical tools and advice applicable those more experienced. The comprehensiveness, however, resulted in a lengthy text that would be impracticable to cover in a ten-week course. \nThe online format is easy to navigate with an effective index. The printed form is not as user-friendly and too long to be printed on its entirety.","accuracy_rating":5,"accuracy_review":"Based on how comprehensive this text is, I don't feel I can fairly assess its accuracy.","relevance_rating":4,"relevance_review":"The field of sales is constantly evolving. The relevancy/longevity of this content will be impacted in the long-term. Some of techniques would still apply, however, the tools will constantly update. Today, this text is incredibly relevant and addresses much of concepts such as social media and how the internet continues to disrupt traditional business models.","clarity_rating":4,"clarity_review":"The language used is clear, concise, and accessible. The author provides applicable examples, links to additional online material including videos, which makes the content more relevant and interesting to students.","consistency_rating":4,"consistency_review":"The book's terminology and format is consistent throughout, making it easy to follow.","modularity_rating":4,"modularity_review":"The book is definitely divisible, which supports a more flexible adoption of the material. Each chapter is a lesson on itself.  Some of the longer sections, however, make it more difficult for online reading.","organization_rating":4,"organization_review":"When reading the PDF format, the book felt clunky and difficult to read since there is not a good glossary/index. However, the online is well organized and has an easy to use menu.\nThe format of each chapter is standardized throughout the book. \nEach chapter follows a logical progression that builds upon knowledge acquired from prior chapters.","interface_rating":4,"interface_review":"Although free of interface issues, the PDF format is difficult to read both online and printed. To print the book on its entirety is also impractical due to its length. The online format, however, is great. It contains easy to use navigation and user-friendly format.","grammatical_rating":5,"grammatical_review":"The book appears to be free of grammatical errors.","cultural_rating":4,"cultural_review":"The book provides a global perspective, which is imperative in this subject.","overall_rating":9,"overall_review":null,"created_at":"2017-04-11T19:00:00.000-05:00","updated_at":"2017-04-11T19:00:00.000-05:00"},{"id":1473,"first_name":"Toni","last_name":"Clough","position":"Associate Professor and Department Chair of Business","institution_name":"Umpqua Community College","comprehensiveness_rating":5,"comprehensiveness_review":"The book is one of the most complete; including all or nearly all elements of selling.  Sales techniques are often misunderstood or present from one side of the concept, and this textbook is clear and concise.  The comprehensive nature of the textbook includes contextualized learning examples, videos, and lessons that are beneficial in an online or face-to-face course. Included in the textbook are lessons, key takeaways, and exercises. The details inside provide students with learning and preparation designed at developing the skills and knowledge around the concepts of sales that adults need to deal with business situations. The mixture of reading, stories, videos, and detailed content make this book an excellent choice is teaching sales and how to use sales for business success and customer relations.","accuracy_rating":5,"accuracy_review":"The book concepts are accurate and help the reader with the larger concept of sales and selling.  The text contains some grammatical errors, but they are not distracting to the average reader. The writer tries to stay unbiased by using the contextualized learning and bringing in more than just her opinion or experiences.  The writer brings in information from many sources to help the reader make up their own mind about the concepts and how to use it in their business or career.","relevance_rating":4,"relevance_review":"The content of the book is up-to-date and includes sources outside the author's own knowledge and experiences. By using the outside sources, the reader can see when and where the information comes from, which helps keep the content relevant. The book can be easily updated by the author or the instructor using it by locating more current documents, articles, and videos.","clarity_rating":5,"clarity_review":"The author uses language that is easy to understand while challenging the reader to learn more.  The videos and articles will make it more fun for students to understand more about selling and customers.  It makes learning fun and enjoyable.","consistency_rating":5,"consistency_review":"The book is consistent in format and terminology. The format is easy to follow and provides the reader with an easy way to search each chapter for similar styles that contain different content.  It is pleasing and it a logical format.","modularity_rating":5,"modularity_review":"The book is easily dividable into the lessons that each institution or instructor can subdivide to meet the outcomes of their particular course.  The chapters in the book can be added to other courses like Customer Service or Entrepreneurship if needed.  Each chapter is self-contained and easily rearranged.","organization_rating":5,"organization_review":"The topics in the book are presented in a logical manner that makes it easy to understand.  The flow of information is easily understood by the reader and movable by the instructor if needed. To make the logic of the book intact, it is important to include the Table of Contents.","interface_rating":3,"interface_review":"The PDF format made it harder to use at first, but once the mechanics of the book are used some, it becomes easier to manage. Many instructors would like to break apart the chapters to include them inside the week the materials are used, and the PDF format does not allow that without purchasing the latest version of Adobe Acrobat. The online format is easier to manage; however, not all readers will have access to the internet to read the text.  Many students will often prefer a printed copy of the book to have the ability to highlight and make notes in the margins.  The length of the textbook makes this more difficult.","grammatical_rating":4,"grammatical_review":"The text contains some grammatical errors, but they are not distracting to the average reader.  They are minor and mostly the use of commas.","cultural_rating":5,"cultural_review":"The book is culturally relevant and brings in many aspects of sales.  The author's background and experience within large organizations allow the material to cross cultures and a variety of cultures as the material is generic and unbiased.","overall_rating":9,"overall_review":"The book includes information for the reader to access more sources of interaction.  These include YouTube videos and LinkedIn. The author has written another book, Brand You, that could be used for a more in-depth look at sales or marketing course. The book is an enjoyable read as well for those who wish to learn more about selling without going through an educational institution.","created_at":"2017-06-20T19:00:00.000-05:00","updated_at":"2017-06-20T19:00:00.000-05:00"},{"id":1691,"first_name":"Christine","last_name":"Seiler","position":"Instructor","institution_name":"Bowling Green State University","comprehensiveness_rating":4,"comprehensiveness_review":"This book effectively addresses the steps of the sales process, along with some of the most important reasons why someone needs to have strong selling skills-We all sell!  The author does a great job of explaining the differences between B2B and B2C types of sales.  The Selling U components at the end of each chapter provide hands on advice and activities that users interested in pursuing a sales career can immediately implement.\n\nThe two topics that I would have liked to have seen covered in this text book are 1) the various forms of salesperson compensation; and 2) time and territory management techniques and key metrics.","accuracy_rating":5,"accuracy_review":"Content is extremely relevant and accurate from a practioner's standpoint.  Topics and suggestions are current, examples are real life, and the resources provided are easy to access for more information.","relevance_rating":5,"relevance_review":"The book correctly identifies and explains the latest trends and tools in professional selling.  The book is written and organized in a way that would allow updates to be easily and logically made.","clarity_rating":5,"clarity_review":"Sales does encompass its own set of terms and references. The author does a good job of utilizing and defining this specific terminology so that readers can learn and use it as sales professionals.  It could be helpful to have a glossary of specific sales-related terms for easy reference.","consistency_rating":5,"consistency_review":"The book is very consistent in following its defined framework and in its use of terminology.  Each chapter covers its stated content and then effectively recaps key learning points and concepts.  This makes it very user friendly.","modularity_rating":5,"modularity_review":"Each chapter stands on its own, which allows sales faculty to teach the material in their own preferred order. For example, I prefer to teach the steps of the selling process before teaching adaptable selling techniques based on buyer behavior styles.  This book would allow me to postpone teaching chapter 3 until chapters 7-13 have been covered.","organization_rating":4,"organization_review":"The topics were presented in an order very similar to most professional selling textbooks in the marketplace.  Personally I like a slightly different order, but the modular arrangement of the topics allow for faculty customization of the order of the topics.  The best thing the author did was to keep each step of the selling process its own chapter!","interface_rating":4,"interface_review":"While viewing the text online and by downloaded PDF, there were significant portions of white space preceding many of the charts.  Not a huge problem, but it did effect scrolling.","grammatical_rating":5,"grammatical_review":"No significant grammar errors spotted.","cultural_rating":4,"cultural_review":"There do not seem to be any significant culturally insensitive remarks or examples. The author has compiled a diverse group of professionals to participate in her LinkedIn Power of Selling Group, which should appeal to a diverse audience.","overall_rating":9,"overall_review":"I would strongly consider using this text in my professional selling class!  ","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":2257,"first_name":"Terri","last_name":"Barr","position":"Professor of Marketing","institution_name":"Miami University","comprehensiveness_rating":3,"comprehensiveness_review":"Positives\n1. Sales professionals have written lessons from the field that students will be able to undertand and connect concepts to.\n2. Nice supplements - videos, LinkedIn group\n3. Good exercises at the end of each unit, and role play at the end of chapters\n4. Career materials\n5. Review of terms and concepts at the end of each unit and chapter\nNegatives\n1. No Table of Contents or Index\n2. Content is practitioner, versus theory-driven\n3. Superficial information on Customer Relationship Management (CRM) and inbound marketing","accuracy_rating":5,"accuracy_review":"Content is accurate; certainly biased toward sales and selling as a career, which is fine, since many students have a negative perception of selling.","relevance_rating":4,"relevance_review":"The book is really more of a ‘how to’ of selling; it is relevant as many marketing majors will go into sales positions upon graduation.  It reads like practitioner books, which isn’t bad, but would have to be supplemented with theory-based materials.","clarity_rating":5,"clarity_review":"The text is well-written, readable, accessible and understandable.  It is written in an interesting way that students will find entertaining (if you can say that about a text).","consistency_rating":5,"consistency_review":"The book is internally consistent.  No problems here.","modularity_rating":5,"modularity_review":"I like the way that each chapter is broken down into units that are short and easy to read and understand,  There are lots of headings, subheadings which help organize the material.","organization_rating":5,"organization_review":"The organization and structure of the book is good.  It starts with a discussion of what sales is, then moves into how to sell.","interface_rating":3,"interface_review":"I downloaded the book and printed it.  The images are pixilated.  And no way to find something specific as there is not an index or table of contents, as mentioned earlier in this review.","grammatical_rating":5,"grammatical_review":"Well-written.  No significant or obvious  grammatical errors.","cultural_rating":1,"cultural_review":"There is nothing on culture in this book.  Anyone who sells understands that you may encounter others (both co-workers and customers) whose perspectives are different than our own, making it imperative that we understand cultural differences.  And, selling today is global, and selling to cultures different from one’s own is a significant issue.","overall_rating":8,"overall_review":"The book overall is not bad, but would need to be supplemented with additional materials.  There is little on CRM and inbound marketing, which are critical issues in sales today.","created_at":"2018-06-19T19:00:00.000-05:00","updated_at":"2018-06-19T19:00:00.000-05:00"},{"id":3219,"first_name":"Valerie","last_name":"McGehee","position":"Visiting Professor of Marketing","institution_name":"University of Louisiana at Lafayette","comprehensiveness_rating":5,"comprehensiveness_review":"The book gives a thorough and in-depth look at sales using real life examples, a variety of multi-media sources, and a tone throughout the book which added to the overall lesson of the text.  Compared to other conceptually based sales textbooks, this is an overall nice change in approach, although some of the evidentiary examples did stray from the thematic lessons in favor of keeping the reader’s attention (which is probably a good thing).   ","accuracy_rating":5,"accuracy_review":"The book was comprehensive and throughout the text I didn’t come across any inaccuracies of note.  Many of the explanations of certain sales ideas or tactics were anecdotal and not totally unbiased. ","relevance_rating":5,"relevance_review":"The content was very current, and the language was modern yet included classic elements.  The book stands to hold up over a long period of time because of the relevance of the information as well as the delivery in which it was given. \r\n","clarity_rating":5,"clarity_review":"Overall clarity is one of the strong suits of this textbook.  The messages, goals, techniques, and lessons are crystal clear and delivered in a very easy to follow way with interesting examples. ","consistency_rating":5,"consistency_review":"The text is steady in form, tone, structure, and gave each topic a comparable in depth look and presented each in a constant way, using similar techniques. \r\n \r\n","modularity_rating":5,"modularity_review":"One of the biggest strengths of The Power of Selling is the author’s ability to dedicate an entire chapter or sub-chapter to one singular topic, which stands on its own or can be applied to the bigger themes of the entire book.  This singularity makes for easily assignable chapters/section for students to learn about individual topics, while maintaining each section as a clear function of the bigger themes of selling. ","organization_rating":5,"organization_review":"This book was structured very clearly and in an organized way that could be taught as a standalone lesson in the classroom or read as individual text for help on a particular area of sales.  Each step in the process of selling was given plenty of room to explore and analyze, and the result was a clear, in-depth understanding of the fundamentals of sales as they apply in the current day. ","interface_rating":3,"interface_review":"One of the problems with the .pdf version of the book was the overabundance of problematic transitions between sections.  There were small border overlapping mistakes between sections, inconsistencies in font size, paragraph alignment, and overall transitional issues throughout the book.  This is common with hard copy to eBook transitions, but should be addressed given that a high percentage of students reading this text will be using this version. ","grammatical_rating":5,"grammatical_review":"The book, although informal in tone at times, did not have any glaring grammatical errors. ","cultural_rating":5,"cultural_review":"The text is careful to be inclusive and not culturally offensive to any group, gender, or nationality. It used global examples that could be related to by all types of people. ","overall_rating":10,"overall_review":"One of the greatest tools in this book is the Selling U section of each chapter, as it applies the concepts covered in each chapter to searching and attaining a job.  This includes self-branding, creating effective resumes, elevator pitches, and networking as used in the real world.  This is certainly a textbook which hopes to bridge the gap between classroom learning and real-life application in sales and in obtaining a good job in the field.  The video resources and applicable online content (YouTube page, LinkedIn Group) also bring the textbook to the current age. ","created_at":"2019-10-25T15:01:47.000-05:00","updated_at":"2019-10-25T15:01:47.000-05:00"},{"id":4900,"first_name":"Diane","last_name":"Edmondson","position":"Professor","institution_name":"Middle Tennessee State University","comprehensiveness_rating":5,"comprehensiveness_review":"The Power of Selling contains all of the major sales concepts (e.g., approach, needs assessment, features and benefits, objections handling, closing) typically taught in a Professional Selling course. It also includes information teaching students how to sell him or herself (Selling U) which can help students translate how sales can be impactful to every student, regardless of major or sales career interest. There are additional sections that include lessons and examples from (1) successful brands, (2) current salespeople with differing experience levels from a variety of industries, and (3) customers. This textbook includes a comprehensive view of the sales industry.","accuracy_rating":5,"accuracy_review":"Overall, the content covered in this textbook is accurate, error-free, and unbiased.","relevance_rating":4,"relevance_review":"This textbook includes all of the major steps of the sales process. Although the sales process hasn't really changed, the way salespeople communicate with current and prospective buyers has been drastically impacted due to COVID. For example, the digital transformation (e.g., social media, virtual technology platforms, websites) of the sales industry has become prevalent; however, this is not discussed readily in the textbook.","clarity_rating":5,"clarity_review":"The Power of Selling is easy to read and understand. It provides enough depth so that students can understand the concepts being covered. Although there is jargon in sales (e.g., SPIN, FAB), the textbook clearly explains what these terms represent and gives a variety of examples to aid in understanding.","consistency_rating":5,"consistency_review":"Throughout the textbook, The Power of Selling uses a consistent terminology.","modularity_rating":5,"modularity_review":"Each chapter is broken up into smaller subsections. This will allow students to divide out a chapter into smaller reading sections in order to avoid fatigue.","organization_rating":5,"organization_review":"There are 15 chapters in this textbook which might make it difficult to adequately cover the content in a typical term. However, the ordering of the chapters make logical sense. The chapters are presented in a similar manner to other sales textbooks such that the chapters logically go in order through the sales process (e.g., Prospecting, Preapproach, Approach, Presentation, Objections Handling, Closing, Follow-Up).","interface_rating":3,"interface_review":"The online version of The Power of Selling allows students to easily navigate between chapters and subsections by just clicking on the link in the Table of Contents. The PDF version does not incorporate these hyperlinks nor is a Table of Contents included. The charts and images throughout the text are free from distortion although in the online version, there is no zoom option if students want to take a closer look. Students do have the option to pull up these charts and images in the PDF version, if desired. One major issue with both the online version and the PDF is the fact that many of the video links and links to outside websites no longer work which might frustrate students.","grammatical_rating":5,"grammatical_review":"The textbook appears to be grammatically correct.","cultural_rating":5,"cultural_review":"The text does not appear to be culturally insensitive or offensive in any way. There are a variety of diverse examples included throughout the textbook.","overall_rating":9,"overall_review":null,"created_at":"2021-05-08T19:43:37.000-05:00","updated_at":"2021-05-08T19:43:37.000-05:00"},{"id":4921,"first_name":"April","last_name":"Schofield","position":"Senior Lecturer and Director","institution_name":"Metropolitan State University of Denver","comprehensiveness_rating":4,"comprehensiveness_review":"I believe the ability to ask the right questions is a critical skill for sales professionals. I would like to see a chapter dedicated to asking questions.","accuracy_rating":4,"accuracy_review":"Content is accurate and unbiased.","relevance_rating":4,"relevance_review":"The examples at the beginning of chapters seem as though they would resonate with students. Some of the links seem dated. For example, Chapter 9 has a link from 2009: http://www.elevatorpitchessentials.com/essays/ElevatorPitch.html","clarity_rating":5,"clarity_review":"Examples help illustrate concepts.","consistency_rating":5,"consistency_review":"The terminology used throughout the textbook is consistent with what students will experience in the real-world.","modularity_rating":4,"modularity_review":"There aren't many images, charts, etc. This would make it visually appealing and easier to follow.","organization_rating":5,"organization_review":"The outline of the book and chapter organization follow the standard sales process.","interface_rating":1,"interface_review":"In the online version, video links did not work. Two examples from Chapter 12: Should You Negotiate a Job Offer? and Negotiating a Job Offer","grammatical_rating":5,"grammatical_review":"I did not encounter grammatical errors.","cultural_rating":5,"cultural_review":"I don't feel the examples or text would be culturally insensitive or offensive.","overall_rating":8,"overall_review":null,"created_at":"2021-05-13T17:36:18.000-05:00","updated_at":"2021-05-13T17:36:18.000-05:00"},{"id":33895,"first_name":"Pamela","last_name":"Hulen","position":"Professor and Chair Marketing Management","institution_name":"Johnson County Community College","comprehensiveness_rating":4,"comprehensiveness_review":"POWER OF SELLING is an excellent Professional Selling textbook. Would give it a five, but missing current technology updates such as Social Selling in this edition.  I've been using the textbook since 2011 and students love that they now can access the content for free.  It's the only Selling textbook we use in the marketing program because it provides applicable knowledge students can immediately use.","accuracy_rating":5,"accuracy_review":"Content is written by selling professionals and provides an extremely accurate picture of selling as a career.  Multiple industries are represented.","relevance_rating":5,"relevance_review":"Content is timeless with an emphasis on selling skills as well as soft skills.  Communication is key in selling and thoroughly covered in the text.","clarity_rating":5,"clarity_review":"Best selling textbook I have used or reviewed.  I've been using THE POWER OF SELLING since 2011 because nothing better has been published.  Student feedback is they like the pace and tone of the book.","consistency_rating":5,"consistency_review":"The framework of the book is well organized and easy to follow.","modularity_rating":5,"modularity_review":"The book is easy to customize to fit the course schedule and length is perfect.    Well organized.  Excellent for online classes too.","organization_rating":5,"organization_review":"Most of the time I follow the order of the chapters because the flow is perfect for a 15 week or shorter course.  Written perfectly for building on essential selling skills.","interface_rating":5,"interface_review":"The online version is easier to navigate than the pdf version but both provide easy user interface.","grammatical_rating":5,"grammatical_review":"No grammatical errors noticed.","cultural_rating":5,"cultural_review":"A variety of salespeople share their selling knowledge.","overall_rating":10,"overall_review":"Best professional selling book I've used in my 25 years of teaching marketing and selling.  Some content needs to be updated to reflect current technology.  The videos, ride-a-longs, content, are created and written by selling professionals and provides a clear, comprehensive overview of selling.  Students can easily apply what they've learned.  I highly recommend this book.","created_at":"2022-06-03T12:56:04.000-05:00","updated_at":"2022-06-03T12:56:04.000-05:00"},{"id":34728,"first_name":"Yumei","last_name":"Mu","position":"Assistant Professor","institution_name":"Radford University","comprehensiveness_rating":5,"comprehensiveness_review":"The Power of Selling is an excellent introductory guide to selling. It covers the intricacies of both B2B and B2C selling, offering valuable insights and practical tips. Beyond traditional sales, it extends its reach to encompass self-promotion strategies tailored for job seekers.\nIdeal for individuals aspiring to excel in sales, this book offers more than just theoretical knowledge. It presents a step-by-step guide to daily tasks essential for success in the field of sales.","accuracy_rating":5,"accuracy_review":"The content mirrors the realities of actual sales roles. While certain aspects may appear straightforward or intuitive, the book emphasizes nuances that are frequently overlooked.","relevance_rating":5,"relevance_review":"The content is highly practical, offering immediate relevance to real-world scenarios. New salespeople will gain significantly from the systematic presentation of essential selling skills and knowledge.","clarity_rating":5,"clarity_review":"The content is presented with clarity, facilitating easy comprehension. The writing style is accessible and straightforward. This user-friendly approach enhances the overall learning experience, ensuring that the material is both digestible and engaging.","consistency_rating":5,"consistency_review":"The content is thoughtfully organized, showing a high level of coherence. This well-organized presentation enhances the overall cohesiveness of the material, ensuring that readers can easily follow and comprehend the content in a meaningful and interconnected manner.","modularity_rating":5,"modularity_review":"Each chapter covers an important aspect/topic/activity of selling. This modular approach allows instructors to seamlessly integrate additional case studies or exercises from external sources, complementing the textbook content. The flexibility provided enables educators to enrich the learning experience, tailoring it to the specific needs and interests of their students.","organization_rating":5,"organization_review":"The content is thoughtfully organized for easy navigation. The logical structure enhances the flow of information, making it effortless for readers to follow and understand the material. This well-organized presentation contributes to a smooth learning experience, allowing readers to grasp concepts in a clear and sequential manner.","interface_rating":5,"interface_review":"I have not tried the online version yet.","grammatical_rating":4,"grammatical_review":"There are a few typos, for example, “Imagine a global company like Wal-Mart, which has over two billion employees worldwide.” (p. 158) The word “billion” should be “million.” There are some broken links, such as in “Consider this: would you buy the product in ?” (p. 263) I believe the online version has solved this issue.","cultural_rating":5,"cultural_review":"The content is designed to be culturally versatile, making it well-suited for selling in diverse global contexts.","overall_rating":10,"overall_review":"I appreciate the thorough coverage of content in the textbook. The practical advice provided is highly relevant to real-world scenarios and presented in a user-friendly manner, making it accessible for readers. This makes it a valuable resource, especially for those new to sales. To enhance the learning experience, one thing to improve is to include some case studies. This could further illustrate the application of concepts in practical situations, providing additional context and depth to the already comprehensive content.","created_at":"2023-11-12T12:34:32.000-06:00","updated_at":"2023-11-12T12:34:32.000-06:00"},{"id":34842,"first_name":"Sanders","last_name":"Vapordeal","position":"Assistant Professor","institution_name":"Clarke University","comprehensiveness_rating":4,"comprehensiveness_review":"The text covers many of the classical skill areas of professional selling and has taken the approach of adding what they refer to as special features. The special features make the textbook fit a contemporary audience. The features are: 1. Links to videos, Web sites, articles, and podcasts. 2. Video ride-alongs, 3. The Power of Selling LinkedIn group, 4. Selling U.  \n\nBuilding in links has ensured a variety of diverse resources, however, it also sets a risk for links to no longer be available (I did observe this when reviewing the textbook). I don’t believe the author can control this type of change.","accuracy_rating":5,"accuracy_review":"To ensure accuracy, the textbook opens with a list of contributing authors who share a brief biography. I was immediately impressed with their background. The credibility of the contributing authors was reinforced for me, as I read information from diverse resources that support each chapter's subtopic and respective objectives.","relevance_rating":5,"relevance_review":"The content is relevant to professional selling and adequately uses selling jargon I believe it has a long lifespan. I am always mindful that all students who take a professional selling course are not interested in professional sales. However, this information will be beneficial for those working in non-sales contexts. As I indicated under Comprehensive, the four special features are intended to ensure relevancy.","clarity_rating":5,"clarity_review":"The use of professional language makes the textbook easy to comprehend. It is written with workplace audiences in mind, and this helps to bring career clarity. I like the mixture of hypothetical scenarios and stories about real organizations that have gained high visibility, like Starbucks.","consistency_rating":4,"consistency_review":"The content varies in each chapter since it is contingent on the objectives. There is a variety of tools such as models, scenarios, stories, charts, and so on. Each chapter includes Key Takeaways and a list of Exercises.","modularity_rating":5,"modularity_review":"The textbook components are divided and labeled which allows you to select or recombine information suitable to your style and goals. I agree with the theories that suggest creating bite-size chunks of information to easily digest. The textbook is arranged in this manner and allows you to do more of it if you want. I believe more does not mean better but less could, if there is quality as a priority, rather than quantity.","organization_rating":4,"organization_review":"The text has a good organizational flow that presents the information systematically and creatively. I was disappointed in not having a table of contents that would allow me to visually preview the chapter topics. Each chapter has numbered subheadings with objectives and the number of subheadings varies depending on the chapter.","interface_rating":4,"interface_review":"The text has an easy, user-friendly interface, and the built-in links allow for an online interface as well.","grammatical_rating":5,"grammatical_review":"The text raised no concerns for me in grammatical errors.","cultural_rating":5,"cultural_review":"The textbook is written and designed using resources that reflect diverse demographics such as gender, age, ethnicity, and race. This applies to the authors who are pictured and to those who are not, but whose writings are incorporated in the chapters. Today’s students are aware of and drawn in by diverse authors who bring head, heart, and hand to the subject matter. I believe the Power of Selling reflects this and the information applies to non-sales career people","overall_rating":9,"overall_review":"I like this textbook but admit, that I am more attracted to resources that provide PowerPoint slides for the instructor. I am willing to work outside of my box for the benefit of making materials more cost-effective for students.","created_at":"2024-01-03T20:10:14.000-06:00","updated_at":"2024-01-03T20:10:14.000-06:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/the-power-of-selling","updated_at":"2025-12-15T02:01:55.000-06:00"},{"id":50,"title":"Principles of Marketing","edition_statement":null,"volume":null,"copyright_year":2015,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic — This textbook employs the term \"offering\" instead of the more traditional First \"P\" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both. Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the \"triple bottom line\" of financial, social, and environment performance. Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations. Global coverage — the authors deliberately entitled Chapter 1 \"What is Marketing?\" Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today's marketing professionals must understand the world in which they and their companies operate. Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer \"well, what this marketing strategy really worth it?\" And \"what is the marketing ROI?\" And finally, \"what is this customer or set of customers worth to us over their lifetime?\"","contributors":[],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":194,"url":"https://www.lib.umn.edu/publishing","year":null,"created_at":"2018-09-07T12:22:37.000-05:00","updated_at":"2018-09-07T12:22:37.000-05:00","name":"University of Minnesota Libraries Publishing"}],"formats":[{"id":360,"type":"Online","url":"https://biz.libretexts.org/Bookshelves/Marketing/Principles_of_Marketing_(LibreTexts)","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1718,"type":"PDF","url":"https://biz.libretexts.org/Bookshelves/Marketing/Principles_of_Marketing_(LibreTexts)","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1719,"type":"eBook","url":"http://open.lib.umn.edu/principlesmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":2260,"type":"XML","url":"https://open.lib.umn.edu/principlesmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":2261,"type":"ODF","url":"https://open.lib.umn.edu/principlesmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4","textbook_reviews_count":27,"reviews":[{"id":81,"first_name":"Marina","last_name":"Jaffey","position":"Instructor \u0026 Program Leader Marketing","institution_name":"Camosun College","comprehensiveness_rating":4,"comprehensiveness_review":"This American Principles of Marketing text covers all the key areas \u0026amp; ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed relatively thoroughly, with the following exceptions: 1. Pricing 2. Retailing and Distribution as it relates to services Rather than structuring the text around the 4Ps or traditional Marketing Mix, the authors follow the premise that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. The text does not include a Table of Contents, Contents in Brief, or Glossary and/or Index.","accuracy_rating":4,"accuracy_review":"Marketing concepts are defined/explained/discussed accurately. All the examples are American, so not as relevant for Canadian students. Similarly, the Environmental Scan and ethical/legal segments are all based on American trends and laws/business practices. In general, the examples tend to focus on large corporations. More examples from medium/small businesses, as well as not-for-profits, would help to provide a broader perspective for students. Based on the scale below: content is accurate, but has a very American bias.","relevance_rating":3,"relevance_review":"The content is up-to-date, with the exception of: 1. The three chapters on marketing communications. Marketing communications has been and is continuing to change rapidly, and as a result, it is difficult for text books to remain current. Having said this, I believe that it would be relatively easy to make regular updates to the marketing communications chapters. 2. Although the Distribution chapter is up-to-date, it is lacking in its coverage of distribution as it relates to services, as well as retailing. 3. Perhaps most importantly for Canadian students, is the fact that all the examples and all sections that relate to legislation/business practices in the current text are American. It would be more time consuming to up date the text to reflect the Canadian marketing environment.","clarity_rating":3,"clarity_review":"Concepts are explained clearly in the body of the text. Ideas to increase retention are: 1. Include more visuals. The current charts/graphs are small and difficult to read. Many of the figures lack sufficient detail. Visuals serve to summarize concepts at-a-glance and help students to understand/recall a concept. 2. Provide a variety of examples to illustrate concepts. 3. Make better use of formatting to ensure students can see quickly key concepts and definitions on a page, for instance, make better use of headings \u0026amp; subheadings and include key concept definitions in the margins of the page. 4. In addition to the summaries at the end of each section within a chapter, include a final end of chapter summary.","consistency_rating":4,"consistency_review":"Yes, the text is internally consistent in terms of terminology and framework. The text presents the marketing mix in terms of four activities or components of marketing: creating, communicating, delivering, and exchanging value.","modularity_rating":5,"modularity_review":"There are 16 chapters in the text which corresponds nicely with a typically 14 week semester. The order of the chapters in the text is as follows: Ch. 1 - What is Marketing? Ch. 2 - Strategic Planning Ch. 3 - Consumer Behaviour Ch. 4 - Business Buying Behaviour Ch. 5 - Market Segmenting, Targeting, \u0026amp; Positioning Ch. 6 - Creating Offerings Ch. 7 - Developing \u0026amp; Managing Offerings Ch. 8 - Using Marketing Channels to Create Value for Customers Ch. 9 - Using Supply Chains to Create Value for Customers Ch. 10 - Gathering and Using Information: Marketing Research \u0026amp; Market Intelligence Ch. 11 - Advertising, IMC, and the Changing Media Landscape Ch. 12 - Public Relations \u0026amp; Sales Promotions Ch. 13 - Professional Selling Ch. 14 - Customer Satisfaction, Loyalty, and Empowerment Ch. 15 - Price Ch. 16 - The Marketing Plan It would be easy and straight forward for an instructor to change the order that these topics are covered in a semester, should he/she wish to do that.","organization_rating":4,"organization_review":"Two changes I recommend are: 1. Put ch. 15 - Price right after ch. 7 - Developing \u0026amp; Managing Offerings. Pricing is a very important marketing concept, and it makes most sense to discuss how to price products/services/offerings right after they are covered in the text. 2. Move ch. 10 - Marketing Research to right after ch. 2 - Strategic Planning. Ch. 2 covers environmental scanning, so it is important for students to learn how to research trends and find information required for planning. Otherwise, the order of the chapters is fine.","interface_rating":2,"interface_review":"I have been working with a print version of the text. A suggestion to make navigation through the print version easier would be to include a Table of Contents, Contents in Brief, and Index/Glossary at the end. Images/charts are small and difficult to read in the print version. Many subheadings sit alone at the bottom of a page. Need to format so that a subheading appears with some or all of the body copy. Also, some chapters begin on the same page that the previous chapter ends. It would be better to start a new chapter on a new page. In several instances, whole pages were simply lists of sources. It is important to cite sources, however it would be better to include these lists of sources at the end of a chapter, rather than in the middle of a chapter.","grammatical_rating":4,"grammatical_review":"There are relatively few grammatical or spelling errors. Please see complete list of errors in attached document.","cultural_rating":2,"cultural_review":"Although the text is not culturally offensive in any way, I believe there could be more examples that reflect a variety of races, ethnicities, and backgrounds. The text mentions that there is a profile of a marketing professional at the beginning of each chapter - this is not the case (no profiles are included). Including profiles of marketing professionals from a variety of races, ethnicities, and backgrounds would be one way of addressing this weaknesses. It would also be appropriate to profile different types of organizations to illustrate marketing concepts/business practices amongst different cultural groups. As mentioned earlier, this is an American text so all examples are American.","overall_rating":7,"overall_review":"Overall this text covers all the key topic areas relevant to a first year college/university overview marketing course. Most topics are covered in an appropriate amount of depth, with a few exceptions including pricing and services marketing. Learning Objectives are included at the start of each segment within a chapter, but not at the start of a chapter. Learning Objectives are all at the lowest two levels of Bloom's Taxonomy - Knowledge (i.e. Describe...) and Comprehension (i.e. Understand...) http://www.coun.uvic.ca/learning/exams/blooms-taxonomy.html The Review Questions and Key Takeaways which appear at the end of each segment within a chapter and the Discussion Questions and Activities at the end of each chapter are generally good and provide students with ways to test understanding and apply relevant concepts. This is an American text, so an instructor would need to provide his/her students with a variety of Canadian examples, as well as Canadian content related to environmental scanning and business practices. All Introduction to Marketing texts offered by publishers provide extensive support materials for instructors and students. I'm not aware of any support materials that come with this text. There are formatting issues which have been mentioned earlier in this review, that would need to be addressed.\r\nThis review originated in the BC Open Textbook Collection and is licensed under CC BY-ND.","created_at":"2013-10-09T19:00:00.000-05:00","updated_at":"2013-10-09T19:00:00.000-05:00"},{"id":266,"first_name":"Chris","last_name":"Blocker","position":"Assistant Professor","institution_name":"Colorado State University","comprehensiveness_rating":5,"comprehensiveness_review":"Principles of Marketing by Tanner \u0026amp; Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, and other topics. ","accuracy_rating":5,"accuracy_review":"Principles of Marketing by Tanner \u0026amp; Raymond articulates the core principles of marketing with accuracy and precision. There is a tight linkage (typically through use of web links) to established definitions (e.g., AMA) and conceptual frameworks (e.g., Product and Market Entry strategies) that have come to reflect the established body of marketing knowledge. ","relevance_rating":5,"relevance_review":"Principles of Marketing by Tanner \u0026amp; Raymond contains relevant and up-to-date themes based upon emerging paradigms (e.g., Service Dominant Logic) that are synthesized across the chapters. ","clarity_rating":5,"clarity_review":"One of the strengths of Principles of Marketing by Tanner \u0026amp; Raymond, which relates to its comprehensiveness, is the clarity offered for all the concepts presented. Key concepts are well-defined and presented in a plain language that is readily accessible to a wide audience. ","consistency_rating":4,"consistency_review":"Although, no unifying framework is offered to connect the chapters, there is an underlying common conceptual core offered within the Principles of Marketing by Tanner \u0026amp; Raymond","modularity_rating":5,"modularity_review":"Another key strength of Principles of Marketing by Tanner \u0026amp; Raymond is the modularity. Chapters are broken up numerically and into \"bite-size\" chunks such that instructors would have an easy time assigning aspects of a chapter to modules. ","organization_rating":5,"organization_review":"Principles of Marketing by Tanner \u0026amp; Raymond follows the common flow of the vast majority of Principles texts by beginning with the organization and high-level strategies, then digging into consumer/buyer behavior, and finally, unpacking the marketing mix. ","interface_rating":3,"interface_review":"Navigation is easy for Principles of Marketing by Tanner \u0026amp; Raymond; however, some issues with fonts and size of text within images rendered some distractions","grammatical_rating":5,"grammatical_review":"Principles of Marketing by Tanner \u0026amp; Raymond is well written and in an accessible style.","cultural_rating":3,"cultural_review":"Principles of Marketing by Tanner \u0026amp; Raymond is not offensive in any way and does offer quite a few diverse examples. However, there is a heavy reliance on North American company examples, such that individuals in other cultures might have difficulty with some. ","overall_rating":9,"overall_review":"Principles of Marketing by Tanner \u0026amp; Raymond does a really nice job of offering a comprehensive and relevant marketing text that can easily be modularized by instructors. The authors have effectively integrated up-to-date examples that students will find interesting as well as integrated media (e.g., audio clips) and real life profiles (profiling an analytics manager at BNSF) to produce an engaging text. ","created_at":"2016-01-07T18:00:00.000-06:00","updated_at":"2016-01-07T18:00:00.000-06:00"},{"id":852,"first_name":"Oksana","last_name":"Grybovych","position":"Associate professor","institution_name":"University of Northern Iowa","comprehensiveness_rating":4,"comprehensiveness_review":"The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards services and experiences marketing. Speaking of the latter, there is no discussion of marketing experiences as offerings even though this approach is very common these days.","accuracy_rating":4,"accuracy_review":"This text seems to target the North American audience, and readers from elsewhere might not readily relate to the examples provided. The authors could also incorporate more examples from a nonprofit sector.","relevance_rating":4,"relevance_review":"Most chapters are very relevant to the current marketing practices. However, the authors could consider including or expanding more on the subjects of sustainability (e.g. social corporate sustainability) as well as experience marketing.","clarity_rating":4,"clarity_review":"Key concepts are well defined, but the structure and formatting of the text are somewhat confusing. ","consistency_rating":4,"consistency_review":"The text is structured around the framework that is outlined by the authors in chapter 1.","modularity_rating":5,"modularity_review":"There are 16 chapters in the text, each of them is broken up into sections. Such structure makes it very manageable for the instructor to use the text in a typical North American semester.","organization_rating":4,"organization_review":"Some of the chapters could be moved around to allow for a better flow of the contents.","interface_rating":3,"interface_review":"The authors could consider moving all references to the end, as well as including a table of contents that the students could navigate (click on the headings), glossary, and an index.","grammatical_rating":5,"grammatical_review":"Very few spelling/grammar errors.","cultural_rating":2,"cultural_review":"It appears that this text is mainly designed for North American white audience, hence is lacking in its cultural relevance.","overall_rating":8,"overall_review":"Overall this is a very good introductory text, I was happy to see the authors incorporate many important topics that are frequently omitted in other texts. At the same time, a few more important topics could be added, the formatting/ structure of the text revised, and more culturally relevant content added.","created_at":"2016-12-05T18:00:00.000-06:00","updated_at":"2016-12-05T18:00:00.000-06:00"},{"id":1432,"first_name":"Kristin","last_name":"Hagan","position":"Associate Professor","institution_name":"Northern Virginia Community College","comprehensiveness_rating":5,"comprehensiveness_review":"This text includes all of the major learning objectives covered in an introduction to marketing class.  The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan.  The Table of Contents is easy to access; it serves as a helpful search function. The text is missing a glossary of terms; adding one could be beneficial to readers.","accuracy_rating":5,"accuracy_review":"Definitions, principles, and concepts presented in the text are correct.  In accordance with marketing principles, the facts presented in the text are true to point.  The material was presented in an unbiased way and was primarily free of any grammatical errors.","relevance_rating":4,"relevance_review":"The examples used in the text are up-to-date and relevant.  The large number of real world examples given help the reader understand the learning objectives being presented. Revising these examples and other pertinent information in the text would not be an impossible task.","clarity_rating":4,"clarity_review":"The layout and formatting of the material is clear and concise.  The content of the book uses a lot of extended sentences that could be shortened to help the reader better understand the material.  The terms and jargon used is relevant and up-to-date.","consistency_rating":5,"consistency_review":"The text is extremely consistent in its terminology and framework.  Its layout is consistent which makes each new chapter and section easily recognizable. Each chapter has review questions and key summery section which reiterates key points and acts as checkpoint for student.","modularity_rating":5,"modularity_review":"The layout of the text is very modular.  Each chapter is broken down into a minimum of three sections which makes the information very learner-friendly. Each section has a defined learning objective and review material at the end of the section.","organization_rating":5,"organization_review":"The text is organized in a logical way where concepts taught at the beginning of the book are built upon later.  The information presented flows well throughout the text.  The Table of Contents is extremely beneficial and makes key topics easy to locate in the text.","interface_rating":5,"interface_review":"I did not notice that the text featured any interface issues such as navigational problems, unclear images, or other distortions that would confuse the reader.  The images and figures presented in the text are clearly visible to the reader. All images and figures can be enlarged if the viewer clicks on the displayed image.","grammatical_rating":4,"grammatical_review":"There were few grammatical errors in the text.","cultural_rating":3,"cultural_review":"This text presents real life examples relevant to mainstream culture and business in America. Depending on the audience, more culturally diverse examples may be more suiting.  The text does a fairly good job of using conational business examples however, some of the images of people could be diversified.","overall_rating":9,"overall_review":"The audio clips located throughout the online text are a nice edition that students reading a traditional textbook can not experience.","created_at":"2017-06-20T19:00:00.000-05:00","updated_at":"2017-06-20T19:00:00.000-05:00"},{"id":1580,"first_name":"Mary","last_name":"Tripp","position":"Business Faculty","institution_name":"St. Paul College","comprehensiveness_rating":4,"comprehensiveness_review":"The textbook covers the material found in the majority of introductory marketing textbooks.  The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course.  A searchable index would add to the usefulness of this textbook.  A table of content exists but unfortunately no subject index or glossary is provided.","accuracy_rating":3,"accuracy_review":"Overall the accuracy of information, based on the publication date, is acceptable.  The textbook is listed as published in 2015 on the Open Textbook Library site.  However, the internal publication date is 2010.  The internal date seems accurate based on the examples and citations used throughout the textbook.  The books examples are all about 10 years old.  In the world of marketing, that is a problem.  The textbook has some grammatical and spelling errors but nothing that would prevent usage.  ","relevance_rating":2,"relevance_review":"The textbook is listed as published in 2015 on the Open Textbook Library site.  However, the internal publication date is 2010.  The internal date seems accurate based on the examples and citations used throughout the textbook.  The books examples are all about 10 years old.  In the world of marketing, that is a problem.  The subjects of pricing, product, and distribution would be easy to update in the text and/or provide supplements in the classroom.  However, the promotion related chapters are very out of date in today's tech driven e-marketing and social media marketing world.  If this book had been available in 2009 as an open resource, I would have used it.  In 2018, it is unlikely that I would use this resource.  ","clarity_rating":4,"clarity_review":"The clarity of the book is great.  It is written in a straight forward manner that students would easily understand.  The minor grammatical and spelling issues do not hinder the reader.  ","consistency_rating":5,"consistency_review":"The consistency of the book meets expectations in regards to terminology and framework.   ","modularity_rating":4,"modularity_review":"Each chapter has between 3-8 subsections that allows the material to be easily read by students.  ","organization_rating":5,"organization_review":"The flow of the chapters is a positive element of the textbook.  The organization of the book follows the same structure as many of the principles of marketing textbooks.  The table of contents could be restructured to group chapters into subunits for greater student comprehension but it is a small detail.  ","interface_rating":4,"interface_review":"The interface of the book demonstrated no problems other than the links to videos did not work.  ","grammatical_rating":4,"grammatical_review":"The book contained minor grammatical errors but at a level that the average student would not notice.  ","cultural_rating":1,"cultural_review":"The cultural relevance of the textbook needs attention.  There are not many examples/photos that demonstrate a variety of races, ethnicity, or backgrounds.  ","overall_rating":7,"overall_review":"1.  The cover page and the initial first pages are dull and uninspiring.  \n2.  Overall the textbook is visually dull and students would find the lack of visual interest to be a negative.\n3.  The examples and references are all at least 10 years old.  \n4.  The text contains only three pages on social media.  Not nearly sufficient in today's social media driven environment.\n5. The textbook lacks examples of nonprofit organization.  ","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":1931,"first_name":"David C","last_name":"Taylor","position":"Assistant Pofessor","institution_name":"University of Houston","comprehensiveness_rating":4,"comprehensiveness_review":"A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. ","accuracy_rating":5,"accuracy_review":"The text is very general, but provides accurate descriptions and overviews of concepts and marketing theory. ","relevance_rating":5,"relevance_review":"We could see more on e-marketing or the evolution of social media over traditional advertising. That said, as a primer on the subject of marketing, this is a great tool in lieu of students having to make a purchase. ","clarity_rating":5,"clarity_review":"Clear, easy to read and understand. ","consistency_rating":5,"consistency_review":"Consistency is strong and consistent across chapters. ","modularity_rating":4,"modularity_review":"I don't think molecularity is practical with an general overview text, unless you wanted to utilize some of the chapters as refreshers in broader topic on marketing. ","organization_rating":5,"organization_review":"organized consistently and flow is as with other marketing texts","interface_rating":5,"interface_review":"I did not experience any difficulties","grammatical_rating":5,"grammatical_review":"No major grammar issues were identified. ","cultural_rating":3,"cultural_review":"N/A","overall_rating":9,"overall_review":"Again, a good primer, or refresh for an upper-level marketing course. ","created_at":"2018-03-27T19:00:00.000-05:00","updated_at":"2018-03-27T19:00:00.000-05:00"},{"id":1983,"first_name":"Melodi","last_name":"Guilbault","position":"Senior University Lecturer","institution_name":"NJIT","comprehensiveness_rating":4,"comprehensiveness_review":"The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on social media. There is a clear Table of Contents but I did not see an index or glossary. ","accuracy_rating":4,"accuracy_review":"The content appears to be accurate. I did not note any errors or any bias. But the content is dated.","relevance_rating":1,"relevance_review":"The content is dated. The content is adapted from a text written in 2010. There have been significant changes since 2010. Although there are a few more recent links most of the links are from before 2010.","clarity_rating":5,"clarity_review":"The text is easy to read. Students should find the writing easy to follow. Terminology has been clearly explained.","consistency_rating":5,"consistency_review":"The way the chapters are organized is consistent throughout the text.","modularity_rating":5,"modularity_review":"The text is easily and readily divisible into smaller reading sections that can be assigned. This is generally done by chapters and units within the chapters.","organization_rating":5,"organization_review":"The topics are presented in the same order as many Principles of or Introduction to Marketing texts.","interface_rating":3,"interface_review":"I could not get any of the videos to open. Other than that I was able to easily navigate through the chapters. The hyperlinks took me to the appropriate text but it would be helpful to have a return button.","grammatical_rating":5,"grammatical_review":"The text did not appear to contain any grammatical errors.","cultural_rating":2,"cultural_review":"I did not note any direct effort to be inclusive in the examples provided.","overall_rating":8,"overall_review":"I like the use of the alternative to the 4Ps. I find the 4Ps to be a dated paradigm and it was refreshing to see a different approach.","created_at":"2018-05-21T19:00:00.000-05:00","updated_at":"2018-05-21T19:00:00.000-05:00"},{"id":2447,"first_name":"Rosemary","last_name":"Prince","position":"Teaching Faculty III","institution_name":"Florida State University","comprehensiveness_rating":5,"comprehensiveness_review":"The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary are not included which would be beneficial.","accuracy_rating":5,"accuracy_review":"The concepts, definitions and strategies are accurate and unbiased. ","relevance_rating":4,"relevance_review":"The general principles addressed are relevant. Examples should be updated and some links are no longer available.  As noted in the learning objectives Social Media keeps changing and the text needs to be updated. Additionally, e-marketing should be expanded given the changes since 2010.  The reference information provided with websites resources and examples and framework of the textbook allows for updating with more recent clips, research, templates, etc.  ","clarity_rating":4,"clarity_review":"The text is very clear and terminology is easy to understand. ","consistency_rating":4,"consistency_review":"The framework is consistent with the concepts presented in an introductory level marketing text.","modularity_rating":4,"modularity_review":"The text is presented in units within each chapter that can be separated and or combined with other units for specific learning assignments or extracted to supplement learning.","organization_rating":4,"organization_review":"The topics in the text are presented in logical order for an introductory marketing text. The layout of the textbook including learning objectives, sequencing, terminology, key takeaways, questions and activities is well organized. ","interface_rating":4,"interface_review":"Downloading the text as a PDF, the images and charts were clearly visible.  The navigation was straightforward and easy. The links to videos were accessible; however, some were no longer available.","grammatical_rating":4,"grammatical_review":"Minor grammar errors were noted.","cultural_rating":4,"cultural_review":"Updating the video examples would provide a more inclusive text.","overall_rating":8,"overall_review":null,"created_at":"2018-12-06T18:16:54.000-06:00","updated_at":"2018-12-06T18:16:54.000-06:00"},{"id":2619,"first_name":"Lori","last_name":"Rumreich","position":"Assistant Professor of Marketing","institution_name":"Marian University","comprehensiveness_rating":5,"comprehensiveness_review":"This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful. Overall there is a lot of content to choose from in this text that makes it easy to select what is needed. A searchable pdf in the downloaded format makes it easy to find content.","accuracy_rating":5,"accuracy_review":"The content is accurate and unbiased. Some content may be out of date but with the rapid change happening in much of marketing, especially digital/social, that is to be expected. ","relevance_rating":4,"relevance_review":"The rapid pace of change in marketing, especially digital marketing/social media and media in general make it difficult for textbooks to stay up to date. Updates to these sections should be easy to make. The majority of the text is up-to-date and relevant. The use of review questions and key takeaways for sections are very helpful and reinforce learning of each concept.","clarity_rating":5,"clarity_review":"This text provides practical and real world examples that are interesting and relevant. Writing style is clear and accessible. The use of pictures and the use of color for highlighting tables, charts, special sections, etc. add to the clarity and readability. ","consistency_rating":5,"consistency_review":"There is a consistent style throughout the text. Clear objectives are at the start of each section, key takeaways and review questions are at the end of each section. This creates a very consistent style that is easy to follow and should help with learning.","modularity_rating":4,"modularity_review":"It would be nice to provide sub units or groups of chapters within a theme or section of marketing but this is not a requirement. Chapters can be easily divided where needed. ","organization_rating":4,"organization_review":"I would prefer that market research to be closer to the front of book. Market research is a first step in understanding customer needs, product features, markets, segments, promotion and ad concepts, etc.  It seems out of place near the end of the text. Otherwise, the organization is logical and clear.","interface_rating":5,"interface_review":"The searchable pdf version is very easy to navigate and use.  The links to videos and other external content are accessible. All content appears clear and free from distortion. Having multiple formats, pdf, kindle, etc., available is a plus for this text. ","grammatical_rating":5,"grammatical_review":"The text contains no grammatical errors. ","cultural_rating":5,"cultural_review":"The text appears to be culturally relevant. There is good diversity in the photos shown in the text. ","overall_rating":9,"overall_review":null,"created_at":"2019-03-05T16:18:25.000-06:00","updated_at":"2019-03-05T16:18:25.000-06:00"},{"id":2657,"first_name":"Duane","last_name":"Bernard","position":"Lecturer","institution_name":"Gettysburg College","comprehensiveness_rating":4,"comprehensiveness_review":"The text book covers all of the typical topics for this level of marketing.  If there is any criticism it is that some topics are covered very sparsely.  For example, the topic of subliminal messaging is given a few sentences.  While it is not necessary to cover this in detail, the explanation provided may not be enough for students to understand what it is.  I even had a student that commented on the lack of substance in some areas.","accuracy_rating":5,"accuracy_review":"I did not come across any areas that were not accurate.  It is written well.","relevance_rating":4,"relevance_review":"The examples are somewhat dated.  While it is perfectly fine to present historical examples, the \"new\" examples need to be updated.  In addition, some of the links are broken.","clarity_rating":5,"clarity_review":"I have not seen any issues with the understandability of the text.  I have also not had any negative comments from students.  ","consistency_rating":5,"consistency_review":"The text is consistent with its terminology.","modularity_rating":5,"modularity_review":"The text is easily separated into subunits.  I do not use it as a standalone assignment for reading, as I also have many cases and simulations.  I have only directly assigned certain sections for homework.  This works well.","organization_rating":5,"organization_review":"The book follows the usual formatting and organization of most of these textbooks.","interface_rating":4,"interface_review":"The only issue I have encountered is some broken links that refer to videos.  I have not encountered any other issues.","grammatical_rating":5,"grammatical_review":"Grammatical errors have not been found.","cultural_rating":4,"cultural_review":"I have not detect any offensive content.  I have not seen a lot that would be inclusive of other backgrounds.","overall_rating":9,"overall_review":"This book is great as a supplement to other course materials such as cases and lecture.  I believe its limitation is that it could go into more depth in many sections.","created_at":"2019-03-12T12:16:17.000-05:00","updated_at":"2019-03-12T12:16:17.000-05:00"},{"id":2832,"first_name":"Nicole","last_name":"Lytle","position":"Faculty Lecturer","institution_name":"LaGuardia Community College","comprehensiveness_rating":5,"comprehensiveness_review":"This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course.  The material is presented in comprehensive way.","accuracy_rating":5,"accuracy_review":"I found the text to be accurate, and in line with current marketing practices and pedagogical materials.","relevance_rating":4,"relevance_review":"The resource is current, but some examples are a bit dated.  The instructor using this resource should check all links and examples before assigning.","clarity_rating":5,"clarity_review":"The resource is clear and easy to understand.","consistency_rating":5,"consistency_review":"The terminology and framework are consistent with current concepts and expectations of an introductory level course.","modularity_rating":4,"modularity_review":"The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit.","organization_rating":4,"organization_review":"Topics presented are in a logical manner - learning objectives, terms, examples/diagrams, key takeaways, and review questions.  ","interface_rating":5,"interface_review":"The interface is clear and easy to navigate - clicking images isolates them, which is a good tool for some visual learners.","grammatical_rating":5,"grammatical_review":"No grammatical errors were found.","cultural_rating":4,"cultural_review":"The resources is not culturally offensive, but it also misses the mark for cultural inclusion. ","overall_rating":9,"overall_review":null,"created_at":"2019-04-24T17:55:57.000-05:00","updated_at":"2019-04-24T17:55:57.000-05:00"},{"id":2858,"first_name":"Donald","last_name":"Chang","position":"Professor","institution_name":"Metropolitan State University of Denver","comprehensiveness_rating":3,"comprehensiveness_review":"The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details. To introduce basic concepts, it might be sufficient. For deeper understanding and analysis, it will require additional reading and research by readers. For example, in the very beginning, the author claimed \"... about 1950 to 1990, businesses operated in the marketing era\" without providing supporting materials to bolster the claim.  The discussion also skipped a commonly known period when emphasis on selling was prevalent, skipping from product concept to marketing concepts, while ignoring the discussion on social responsibility in the 80s. ","accuracy_rating":4,"accuracy_review":"Accuracy is not a major issue for this book. Most contents are explained adequately for concept delivery.","relevance_rating":4,"relevance_review":"Most basic concepts in marketing, e.g., product life cycle, buying process, pricing strategies, are mostly time free, thus, stay relevant regardless of changes in the marketplace. Examples used are apparently out of date, e.g., iPad. Many of the examples are prior to 2010 so that examples need to be updated to be relevant to today's students. Most basic content is consistent with other textbooks, just on a shallow side.\r\n\r\nFor marketing, the key strategic decisions are in segmentation, targeting, positioning, and differentiation. It would be probably more appropriate to place strategic planning close to the chapter on segmentation, targeting, and positioning. With so much content in marketing to cover, a standing-alone chapter on professional selling is uncalled for. After all, personal selling is only one of the element of promotion and most companies prefer to train their own sales force, thus very company/product specific, not something could be covered effectively in a principles of marketing textbook. It also incorrectly over-inflates the role of sales in marketing curriculum. Most students, business and non-business, do not see professional selling as their career aspiration either, if they have the choice.\r\n\r\nThere is an obvious omission in international marketing. The author's claim that global coverage is built in throughout the textbook cannot be observed. Without having a devoted chapter in international marketing, some basic concepts in international management are not presented. The same is for sustainability, ethics, and social responsibility. The author seemed to understand their importance, but not important enough to have their own sections. On the other hand, the author had no issue in having a chapter in professional selling without clear justification for its inclusion. These are obviously the author's own selection bias and personal preferences, not necessarily what students ought to learn from the course.","clarity_rating":4,"clarity_review":"The writing is good for average college students. It is mostly easy to follow.  ","consistency_rating":4,"consistency_review":"The book used \"offerings\" when referring to products and services consistently throughout the book. Each chapter is presented with discussion questions, activities, key takeaway, review questions with consistent structure and writing style. ","modularity_rating":4,"modularity_review":"The book is organized in a module-like manner, with most materials being free-standing, allowing a section to be borrowed for another marketing course as needed. As the writing is on the succinct side, there is rarely a long writing blocks without division. ","organization_rating":4,"organization_review":"While the book is structured well overall, the placement of strategic planning in the very beginning (Chapter 2) is probably off. Students need to know about the subject more before jumping into strategic planning. Other than chapter placement, the overall organization is adequate.","interface_rating":4,"interface_review":"There are no known serious interface issues that are present. Graphs, charts, pictures are clear and easy to see and follow. A few enhancements to market the headings and sub-headings could be added to better break up sections. As examples, \"Video Clip\" on page 272, 273 could be better presented. The headings are easily overlooked as presented. At times, the reader might not be aware that the topic has shifted to a new one.","grammatical_rating":5,"grammatical_review":"The book is grammatical correct overall.","cultural_rating":4,"cultural_review":"There are no obvious concerns of being culturally insensitive or offensive.","overall_rating":8,"overall_review":"The book is a possible alternative for average high school and college students if the goal is to learn the very fundamental concepts in marketing. For students who look for deeper understanding, this is not the right book for them as much discussion is on the shallow side. The author's own opinions can be found throughout the book without adequate supporting materials. Therefore, it is subject to the author's self selection bias. For marketing major students, I would expect students to learn more than what are presented in this book. ","created_at":"2019-04-29T13:36:37.000-05:00","updated_at":"2019-04-29T13:36:37.000-05:00"},{"id":3202,"first_name":"Kelly","last_name":"Atkins","position":"Associate Professor","institution_name":"East Tennessee State University","comprehensiveness_rating":4,"comprehensiveness_review":"The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. \r\nIn my opinion, Chapter 11 should include a discussion of the basic Communications Model as well as some more modern communications models.","accuracy_rating":5,"accuracy_review":"The text content appears to be accurate, error-free and unbiased. In my thorough review, I found nothing to the contrary.","relevance_rating":4,"relevance_review":"The text contains many relevant, current examples of marketing concepts as well as some images of marketing examples and nice video clips of marketing examples. Some examples in Chapter 2 are from 2006, 2007, 2008 \u0026 2009. These 10+ year old examples are too old to be relevant to students who are only 20 years old.\r\nI like the application of marketing concepts to the world of business and to personal branding.","clarity_rating":5,"clarity_review":"The “voice” of the text is conversational yet professional. The terms used throughout the text seem to be in alignment with other Principles of Marketing textbooks I have used previously.","consistency_rating":5,"consistency_review":"The text seems to be internally consistent. I saw nothing to indicate otherwise.","modularity_rating":4,"modularity_review":"The text is organized effectively in most ways, but I have a recommendation. Chapter 3 should be divided into more sections. There are too many learning objectives and key takeaways for section 3.1.","organization_rating":3,"organization_review":"There are significant organization problems in Chapters 4,8 \u0026 13. Each of these chapters is out of order. For example, Chapter 4 is presented in the following sections: 4.4, 4.5, 4.6, 4.7, then 4.1, 4.2, 4.3. The same is true of Chapters 8 \u0026 13.","interface_rating":3,"interface_review":"The way the pages are presented with extra lines on many pages, with figure titles on different pages than the actual figure, or with figure numbers on a different page than the figure itself. See Figures 1.3 and 1.4 in Chapter 1 as examples.","grammatical_rating":5,"grammatical_review":"I did not notice any grammar problems in the text (and I typically find lots of grammar problems when I am editing).","cultural_rating":5,"cultural_review":"In my opinion, he text is culturally sensitive. ","overall_rating":9,"overall_review":"•\tI really like the “key takeaways” and “review questions” at the end of the sections instead of a summary at the end of the chapter.\r\n•\tI would add key terms at the end of each section because the terms and definitions seem to get lost within the chapters.\r\n•\tThe “activities” at the end of the chapter are unique and creative. I would use these ideas for my classes.","created_at":"2019-10-21T14:35:23.000-05:00","updated_at":"2019-10-21T14:35:23.000-05:00"},{"id":3561,"first_name":"Christian","last_name":"Gilde","position":"Business Faculty","institution_name":"University of Montana - Western","comprehensiveness_rating":5,"comprehensiveness_review":"The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and promotion variables. ","accuracy_rating":4,"accuracy_review":"The explanations, terminology, and concepts in the text are accessible and accurate.","relevance_rating":4,"relevance_review":"The textbook contains applicable examples of marketing that will help the audience learn and appreciate the marketing realm. Most pieces and examples in the book have longevity. A few applications might need to be updated to make the text more timely.","clarity_rating":4,"clarity_review":"The text is accessible and will help guide the students through the different dimensions of marketing.","consistency_rating":4,"consistency_review":"The given text follows a certain presentation canon in terms of marketing terminology, concepts, and applications that can be found in textbooks of similar nature.","modularity_rating":4,"modularity_review":"Many textbooks in marketing follow a certain modular pattern. This same pattern can be found in this text, with each chapter being split into sections for which particular assignments and experiential learning activities are designed.","organization_rating":5,"organization_review":"As far as the organization and structure of this work are concerned, the marketing text is in line with a good number of other principles texts. The structure, flow, and positioning of the different marketing topics within the individual chapters is logical, with the objectives in the beginning and a re-visitation of the key points and review questions at the end. ","interface_rating":4,"interface_review":"The functionality of the text seemed to be working. Web links, images, and figures allow for easy direction-finding. ","grammatical_rating":4,"grammatical_review":"A few minor grammatical and structural errors can be found in the text.","cultural_rating":4,"cultural_review":"The cultural illustrations are relevant, to a certain extent. However, it might be useful to update some of these items.","overall_rating":8,"overall_review":"The material in this text is suitable for a basic marketing course. Overall, I would recommend using this text for entry level marketing students.","created_at":"2020-01-31T20:57:14.000-06:00","updated_at":"2020-01-31T20:57:14.000-06:00"},{"id":3978,"first_name":"Zahra","last_name":"Tohidinia","position":"Assistant Professor","institution_name":"Framingham State University","comprehensiveness_rating":5,"comprehensiveness_review":"The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases.","accuracy_rating":5,"accuracy_review":"The content is accurate and the textbook cites sources for most of the provided information.","relevance_rating":5,"relevance_review":"The content is relevant to marketing. There are a solid number of examples throughout the book. The content related to digital marketing/social media could be expanded, but overall the content is relevant and robust.","clarity_rating":5,"clarity_review":"The text is easy to read and provides a good balance of informal and professional language.","consistency_rating":5,"consistency_review":"The structure of the text is consistent and the book gives example-based explanations of the main concepts. There are review questions at the end of each section as well as discussions and activities at the end of each chapter.","modularity_rating":5,"modularity_review":"The text is easy to navigate. The book is divided into smaller segments. A hyperlinked (clickable) table of contents makes it really easy to move between different chapters and their corresponding sub-segments.","organization_rating":5,"organization_review":"The topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic.","interface_rating":4,"interface_review":"The links to the videos that I clicked on worked and each opened a new tab. As mentioned before, the hyperlinks make it very easy to navigate between different sections. In some cases, the image headings were separated from the actual image because of page breaks which can be revised in later editions.","grammatical_rating":5,"grammatical_review":"The text did not have any grammatical errors.","cultural_rating":4,"cultural_review":"The consumer behavior chapter does a good job with embedding cultural variables into the discussion. This could have been integrated more effectively in the other chapters; especially the chapters involving marketing research and intelligence, as well as market segmentation and positioning","overall_rating":10,"overall_review":"This book covers the main concepts of marketing very effectively. This textbook combined with current articles and relevant cases could serve as a comprehensive set of materials for introductory marketing courses at the undergraduate level.","created_at":"2020-06-12T15:03:47.000-05:00","updated_at":"2020-06-12T15:03:47.000-05:00"},{"id":4271,"first_name":"Sheryl","last_name":"Spann","position":"Marketing Instructor","institution_name":"Oregon State University","comprehensiveness_rating":4,"comprehensiveness_review":"The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students either believe that marketing is strictly sales or do not have a full concept of the many aspects of what encompasses marketing. The text covers most of the key areas of marketing such as consumer behavior, market segmentation and target marketing and the principals relating to product, pricing, placement and promotion.  Marketing research, new product development and marketing communications is also covered at a basic level. However, based on my experience in the classroom, a few suggestions are in order. I would add three additional chapters on international marketing, market expansion strategies and ethics and social responsibility. The chapter on professional selling could be removed or covered within chapter one as a portion of the explanation on the aspects of marketing. Lastly, I would add more current marketing articles, one-page cases and small group discussion questions to each chapter. For marketing majors, I would add an appendix at the back of the book discussing the various career opportunities in marketing.","accuracy_rating":5,"accuracy_review":"The book content is accurate with terminology and marketing concepts accessible for a university level student. The textbook also cites sources for most of the provided information.","relevance_rating":4,"relevance_review":"In addition to the textbook content for teaching marketing principals, there are many real-world examples offered to improve student understanding. Although most offer longevity, there is a need to augment current examples with more recent examples including company or product examples representing cultural diversity.","clarity_rating":5,"clarity_review":"The text is easy to read with a combination of informal and professional language for appropriate student learning and understanding.","consistency_rating":5,"consistency_review":"The text is internally consistent and provides actual examples of the principals covered as well as review questions to ensure student comprehension. This approach is inline with other “Principals of Marketing” textbooks.","modularity_rating":5,"modularity_review":"The course material is listed in modular fashion to easily transfer to canvas. However, since “Principals of Marketing” is usually the first marketing course for majors and the only course for this topic for non-majors, I would place the chapter on “Strategic Planning” right before the last chapter on “The Marketing Plan”. As indicated in the “comprehensiveness” section of my comments, I also believe that a few topical chapters such as “International Marketing” should be added to the book to improve its overview of the topic.","organization_rating":4,"organization_review":"In general, the topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. I believe that the “Strategic Planning” chapter should be moved to the end of the book before “The Marketing Plan” to ensure that students have the foundation needed to better understand this topic plus use its strategic perspective in the development of a marketing plan.","interface_rating":5,"interface_review":"There did not appear to be any interface issues for this book. All video and web page links also worked well.","grammatical_rating":5,"grammatical_review":"The text did not have any grammatical errors.","cultural_rating":4,"cultural_review":"Although cultural examples were included and relevant, additional cultural diversity elements would improve the book. Also, it is important to include examples that are more current to provide better student discussions of this important marketing topic.","overall_rating":9,"overall_review":"Overall, this textbook is a suitable option for an entry level college course on “Marketing Principals”. Adding chapters on “International Marketing”, “Market Expansion Strategies” and “Ethics \u0026 Social Responsibility” as well as updating some of the chapter business examples, case studies and discussion questions would be very helpful plus keep this book “current”. Lastly, including a greater overview of the marketing aspects of cultural diversity plus marketing career options would cause this book to stand out among textbook options for this topic.","created_at":"2020-07-28T14:04:17.000-05:00","updated_at":"2020-07-28T14:04:17.000-05:00"},{"id":4302,"first_name":"Kirti","last_name":"Celly","position":"Professor","institution_name":"California State University, Dominguez Hills","comprehensiveness_rating":4,"comprehensiveness_review":"Principles begins with a question to spark curiosity for the novice student of marketing. Organized into 16 chapters, it takes a traditional strategic planning, consumer and buyer behavior, research and 4Ps approach that addresses all major areas and ideas in a core marketing class. Given the importance of ethical decision making, it needs to add/bolster content on ethics in marketing and add an index/glossary.","accuracy_rating":5,"accuracy_review":"Accurate content with image sources and references.  I have not tested all these links.","relevance_rating":5,"relevance_review":"Since the focus is core content, it is written in a nuts and bolts manner and will stay perennial.  Consistent with the conditions of use, the text’s simplicity allows for it to be modified easily.","clarity_rating":5,"clarity_review":"Written professionally and in simple sentences, this makes for accessible, adequate and easy to understand content.  Marketing concepts are defined simply and succinctly throughout.","consistency_rating":5,"consistency_review":"The key take-aways and review questions after each section of a chapter are supplemented by end of chapter discussion questions and activities throughout.  This fits nicely with Bloom’s learning taxonomy.","modularity_rating":5,"modularity_review":"This is a key feature of this book and one most appreciated by my students.","organization_rating":5,"organization_review":"Another key feature of this book, and one appreciated by my students.","interface_rating":4,"interface_review":"Other than a few formatting and pagination issues, nothing to note. Any links I used worked.  For the manner in which I use this book as basic material for my classes, not having an excess of photos and images in the body actually works well.  Having URLs for case examples also facilitates easy revision and adaptation for various local and regional teaching and learning contexts.","grammatical_rating":5,"grammatical_review":"Simple, easy to read, accessible. I did not notice any grammatical errors.","cultural_rating":3,"cultural_review":"This is less about this book than about the way in which most business textbooks are written.  It is in no way offensive; in fact, its style and variety of examples promotes inclusion and it is adaptable to alternate cultural contexts through a shift in frame to include broader contexts.","overall_rating":9,"overall_review":"Our students appreciate having an accessible zero cost course materials course with adds ons from me, the press, and other OER, and low cost or no cost AV materials and marketing math.  Thank you.","created_at":"2020-08-10T19:34:39.000-05:00","updated_at":"2020-08-10T19:34:39.000-05:00"},{"id":4308,"first_name":"Markus","last_name":"Biegel","position":"Adjunct Faculty","institution_name":"California State University, Dominguez Hills","comprehensiveness_rating":5,"comprehensiveness_review":"I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. When looking into how in-depth the book goes, it is not quite as comprehensive as the McGraw Hill book. However, it is easy to read.","accuracy_rating":5,"accuracy_review":"Marketing always is a bit subjective. I think the book does a great job covering all the important topics as unbiased as possible.","relevance_rating":4,"relevance_review":"This is a basic marketing course focused on teaching students the fundamentals, the book does a good job at that. Given the current COVID situation, a lot of things have changed in business but not the fundamental theories and practices of the profession. Because of that the relevance of the book is current in my opinion.","clarity_rating":4,"clarity_review":"The text has a logical flow. There is certainly room for improvement from a formatting standpoint. I think it makes it easier for students to learn key terms and key concepts when they are highlighted on the sidebar (similar as in many mainstream textbooks).","consistency_rating":5,"consistency_review":"Certainly consistent and comprehensive in all the key terms that this book should cover for Principles of Marketing.","modularity_rating":5,"modularity_review":"The text is very easy to read. There is good spacing in between the paragraphs and graphics/images help further give the mind a reading break. I also think it is great that links are included to videos, this helps students get a \"reading break\" which is essential when cramming in a few chapters to study for an exam.","organization_rating":5,"organization_review":"Very well organized text. I just wish the key terms and key concepts were featured separately in an almost duplicate fashion on the side of the main text. I think students are used to using these highlighted areas to study for exams.","interface_rating":5,"interface_review":"Didn't notice any problems with the interface. Could have perhaps used better images here and there but overall does the job.","grammatical_rating":5,"grammatical_review":"I am not an English professor and this is my second language but I did not notice any grammatical errors. I am sure there are some, including mistyped words but every book I have used had a few of those.","cultural_rating":5,"cultural_review":"One of the key concepts in Principles of Marketing is target marketing which certainly can be interpreted as offensive to some people. However, I think the book does a great job at explaining the concept. Again, marketing leans into being somewhat controversial based on the subject matter and business practice.","overall_rating":10,"overall_review":"Can't beat a free book. Seems like a great resource to use for students.","created_at":"2020-08-12T13:46:16.000-05:00","updated_at":"2020-08-12T13:46:16.000-05:00"},{"id":4670,"first_name":"Ricardo","last_name":"McCoy","position":"Adjunct Professor","institution_name":"Trine University","comprehensiveness_rating":5,"comprehensiveness_review":"I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix.  Most important, the content is updated and relevant.  The layout is user-friendly and easy to read.","accuracy_rating":5,"accuracy_review":"Based on similar marketing text books I have read, this textbook is accurate and contains content that someone who is unfamiliar with marketing concepts will easily understand.  The use of examples throughout the textbook is a good way to help a beginner to marketing understand the subject matter.","relevance_rating":5,"relevance_review":"I like how this book understands how marketing has changed and explains variables in the environment that is effecting this change.  This can be seen in Chapter 1 concerning some of these changes:\r\n\r\nEthic and Social Responsibility\r\nSustainability\r\nService-dominant logic\r\nMetrics\r\nA Global Environment\r\n\r\nIt is good to see that the textbook is up-to-date and recognizes that marketing must adapt to these changes.  Some of the marketing textbooks I read in the past do not recognize these changes.","clarity_rating":5,"clarity_review":"Overall, the information throughout the chapters was easy to understand.  I like how examples were used throughout each chapter.  My only recommendation is to add more illustrations  consistently throughout the textbook.  Based on my experience, most students like to see illustrations (visualize).  I think this helps him or her to understand the subject matter.","consistency_rating":4,"consistency_review":"Overall, the content throughout the textbook is consistent.  However, I notice that some of the chapters have more illustrations than other chapters.  I think that using more illustrations (and examples) would make the chapters more user-friendly.\r\n\r\nP.S.  Links to additional resources would also be a good addition.","modularity_rating":5,"modularity_review":"The sequence throughout the textbook “flows” from section to section.  I like the synergy from chapter to chapter.  This helps the student to understand how various factors of marketing work together.","organization_rating":5,"organization_review":"I like how Chapter 1 gives a brief description of marketing while summarizing what will be discussed in the preceding chapters.  I also like the “key takeaways” at the end of each chapter.  The \"review questions\" are brief, yet add to what was discussed throughout the chapter.  This is good to see.","interface_rating":5,"interface_review":"The overall functionality of the textbook is good.  The font size and white space makes the content easy to read.  I like the use of color throughout the textbook.  For example, the use of green for the “Key Takeaway” and blue for the “Review Questions”.","grammatical_rating":5,"grammatical_review":"Although it is difficult to check all the content, I did not see any typos or “wordy” sentences.  I like how the content “talks to” rather than “talks at” the student.","cultural_rating":5,"cultural_review":"This is a difficult question to answer because I did not see anything that was insensitive or offensive.  Ideally, the content would continue to embrace diversity and inclusion.  This is important because we live in a global economy.","overall_rating":10,"overall_review":"I think that Chapter 5 (“Marketing Segmentation, Targeting and Positioning”) should be followed by Chapter 10 (“Gathering and Using Information: Market Research and Market Intelligence”).  Both of these chapters are closely related.  To properly perform segmentation and targeting, you must understand analytics / gathering information.   I was also looking to see slightly more insights on digital analytics in Chapter 10.","created_at":"2021-03-03T13:01:39.000-06:00","updated_at":"2021-03-03T13:01:39.000-06:00"},{"id":4782,"first_name":"Diane","last_name":"Edmondson","position":"Adjunct Professor","institution_name":"Trine University","comprehensiveness_rating":4,"comprehensiveness_review":"Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Since the book is somewhat dated, there is limited coverage on both digital marketing and social media as well as marketing analytics. These two topic areas have revolutionized the marketing field. However, this marketing textbook contains all of the other key marketing concepts such as the 4 P's of marketing, strategic marketing, target market strategies, consumer and business buying behavior, and how to craft a marketing plan.","accuracy_rating":5,"accuracy_review":"Overall, this textbook is accurate and error-free. It does not appear to be biased in any way.","relevance_rating":4,"relevance_review":"Overall, this textbook is still highly relevant. It is missing some more detailed information related to digital marketing, social media, and marketing analytics as these have drastically changed the marketing field over the past decade; however, the content covered is still relevant to both business-to-business and business-to-consumer markets.","clarity_rating":5,"clarity_review":"One of the best things about this book is that it is easy to read. The text is written in a way that students should not have a difficult time understanding the concepts being covered. There are multiple examples given for each major topic to help students better understand the material. Terminology is defined to aid understanding.","consistency_rating":5,"consistency_review":"Overall, a consistent framework is used throughout this textbook. The flow and chapter ordering of the textbook makes natural sense with how it would be taught in the classroom.","modularity_rating":5,"modularity_review":"The text is made up of 16 chapters; however, each of the chapters is then broken up into multiple subsections. This allows the text to be easily and readily divided into smaller reading sections, based on the desire of the instructor and/or reader.","organization_rating":5,"organization_review":"The chapter layout of this textbook is similar to many other Principles of Marketing textbooks. Topics are presented in a logical and clear manner, which aids readability and understanding.","interface_rating":4,"interface_review":"Overall, the images, charts, tables, and figures were clearly displayed without any distortion. There are a few navigation links that no longer function; however, these are minimal in number.","grammatical_rating":5,"grammatical_review":"The Principles of Marketing textbook appears to be free of grammatical errors.","cultural_rating":4,"cultural_review":"There are a variety of diverse examples throughout the text. None of these should be viewed as culturally insensitive or offensive in any way.","overall_rating":9,"overall_review":"Overall, this textbook is well written and covers most of the major marketing topics. The few topics not covered are primarily because these became dominant marketing elements after this textbook was published originally.","created_at":"2021-04-16T20:47:44.000-05:00","updated_at":"2021-04-16T20:47:44.000-05:00"},{"id":4783,"first_name":"Felix","last_name":"Flores","position":"Assistant Professor of Marketing","institution_name":"Metropolitan State University of Denver","comprehensiveness_rating":4,"comprehensiveness_review":"The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan.","accuracy_rating":4,"accuracy_review":"The textbook's content is mostly accurate, error-free, and unbiased.","relevance_rating":4,"relevance_review":"Some of the links and examples may be dated but contribute to the chapter's main ideas. There are, however, some links that do not work or could be replaced with newer examples. I would recommend reviewing all of the provided links.","clarity_rating":5,"clarity_review":"The textbook is written in a clear manner.","consistency_rating":4,"consistency_review":"The textbook is mostly consistent in terms of terminology and framework.","modularity_rating":4,"modularity_review":"The textbook is easily divisible into smaller reading sections that can be assigned at different points within the course.","organization_rating":5,"organization_review":"The topics are presented in a logical, clear fashion.","interface_rating":5,"interface_review":"The text is free of interface issues or navigation problems.","grammatical_rating":4,"grammatical_review":"There may be a small room for improvement in terms of grammar.","cultural_rating":4,"cultural_review":"I believe the textbook is mostly culturally relevant.","overall_rating":9,"overall_review":"I believe that you can effectively teach a Principles of Marketing class with this textbook, on its own, and especially in combination with other OER textbooks/resources. It will require, however, checking all of the links and updating some examples.","created_at":"2021-04-17T18:51:50.000-05:00","updated_at":"2021-05-26T16:09:57.000-05:00"},{"id":5043,"first_name":"Matthew","last_name":"Lunde","position":"Assistant Professor","institution_name":"Pittsburg State University","comprehensiveness_rating":4,"comprehensiveness_review":"the textbooks is very thorough in covering all the topis needed in a principles of marketing class.  It even adds a chapter that is not in many other textbooks: \"The Marketing Plan.\"  However, my only criticism is that it does not touch on a huge topic area nowadays in marketing: sustainability (sustainable marketing and sustainable competitive advantage).","accuracy_rating":4,"accuracy_review":"The content is objective, thorough, and accurate.  It uses statistics and example businesses and situations effectively to help teach younger college students the fundamentals of marketing.","relevance_rating":5,"relevance_review":"The content is up-to-date as best as it can be.  Whenever any textbook uses statistics, years, numbers, and other figures, it can date the textbook; however, the content is written in a way that it will last for multiple years to come.","clarity_rating":4,"clarity_review":"There is some jargon, but the jargon used is needed to help teach the fundamentals of marketing to new students.","consistency_rating":5,"consistency_review":"It is great how all the terms in the chapters are easy to find and to read because each term is bold.","modularity_rating":5,"modularity_review":"Yes, the book is broken down into manageable sections for a younger college student to read and interpret effectively and efficiently.","organization_rating":5,"organization_review":"Yes.  This textbook is laid out very well.  However, one thing I would add in the chapter titles would be \"retailing.\"","interface_rating":4,"interface_review":"Good! Nothing to add here!","grammatical_rating":4,"grammatical_review":"The book is written well, free of grammatical errors.  However, I see \"he or she\" is used.  Nowadays, for inclusivity, the right pronoun to use would be \"they.\"","cultural_rating":3,"cultural_review":"However, I see \"he or she\" is used.  Nowadays, for inclusivity, the right pronoun to use would be \"they.\"","overall_rating":9,"overall_review":null,"created_at":"2021-06-04T14:12:36.000-05:00","updated_at":"2021-06-04T14:12:36.000-05:00"},{"id":33489,"first_name":"Amy","last_name":"Strunk","position":"Lecturer","institution_name":"James Madison University","comprehensiveness_rating":4,"comprehensiveness_review":"Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing).","accuracy_rating":4,"accuracy_review":"Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true 10 years ago).\r\n\r\nThe book uses “creating, communicating, delivering, and exchanging value” as elements of the marketing mix/strategy rather than the 4 P’s, and actively argues against the 4 P terminology, which is controversial.\r\n\r\nThe book also uses \"offerings\" instead of \"product\". The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world.","relevance_rating":2,"relevance_review":"References are dated: \r\n- Foursquare (college-age students in 2021 will have no idea what this is)\r\n- Some images are out of date (retrieved in 2008)\r\n- Mission statements on p. 27 are outdated and reference links are broken.\r\n- References to iPod in the time of iPhones\r\n\r\nThese references will continue to grow stale.","clarity_rating":5,"clarity_review":"The content is pretty straight forward. Definitions are clear.","consistency_rating":5,"consistency_review":"The book is consistent in its own frameworks/terminology (stubbornly so).","modularity_rating":3,"modularity_review":"Some of the longer sections could benefit from headings and subheadings.","organization_rating":4,"organization_review":"I would recommend that market research come before the \"Creating Offerings\" section since that process is so integral to product (or \"offering\") development.","interface_rating":4,"interface_review":"Interface is sufficient.","grammatical_rating":5,"grammatical_review":"Some small issues, for example, using the term “Droid” smartphones on page 6—should be Android.","cultural_rating":3,"cultural_review":"I did not notice any concerted effort to include diverse backgrounds in this text.","overall_rating":8,"overall_review":"Marketing is changing rapidly thanks to technology, and this book is too outdated to address issues like data privacy and hyper-targeting.","created_at":"2021-11-29T15:15:14.000-06:00","updated_at":"2021-11-29T15:15:14.000-06:00"},{"id":33737,"first_name":"Victoria","last_name":"Shaw","position":"Assistant Professor of Marketing","institution_name":"Anderson University","comprehensiveness_rating":3,"comprehensiveness_review":"The book does a good job of highlighting basic marketing principles. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for external assessment. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class.","accuracy_rating":5,"accuracy_review":"No glaring errors at first glance.","relevance_rating":3,"relevance_review":"Imagery is very dated. The chapters use the four basic P's, though the latest books tend to introduce up to eight.","clarity_rating":5,"clarity_review":"Overall, seemed clear and comprehensive. I think the book would have benefitted from multiple, additional visuals to clarify complex topics.","consistency_rating":4,"consistency_review":"Seemed consistent across chapters","modularity_rating":5,"modularity_review":"I liked the way the topics were broken into micro concepts - makes it easy to assign the portions I find most relevant and supplement when needed.","organization_rating":5,"organization_review":"Structure was logical and sequential.","interface_rating":4,"interface_review":"A bit text heavy at times but errors.","grammatical_rating":5,"grammatical_review":"No grammatical errors on first read.","cultural_rating":3,"cultural_review":"I think the author missed the opportunity to bring marketing to a more global context.","overall_rating":8,"overall_review":"This is a great principles textbook overall. My only complaint is because of some omitted or abbreviated topics, an instructor may have to supplement a bit more in order to ensure the curriculum is up to industry standards. But in a larger class where schedules only allow for selected topics to be covered, this would be a very good start.","created_at":"2022-03-11T12:21:40.000-06:00","updated_at":"2022-03-11T12:21:40.000-06:00"},{"id":34188,"first_name":"Rich","last_name":"Metzger","position":"Adjunct Professor","institution_name":"Massachusetts Bay Community College","comprehensiveness_rating":4,"comprehensiveness_review":"The OTL textbook covers the basic principles necessary to form a marketing foundation. The content should be updated to reflex the Pandemic and Post-Pandemic marketing environment. I felt some topics needed more discussion, and explanation, such as a breakdown by age and characteristics of the population.","accuracy_rating":4,"accuracy_review":"Not an issue, the content is accurate and provides reference sources.","relevance_rating":4,"relevance_review":"The OTL textbook is relevant and is a good guide to basic marketing principles but could be better. I prefer the OTL textbook to include recent marketing techniques and strategies used in today’s difficult business environment. This ranges from the advent of the non-store or virtual retailing, broken supply chains, damaged distribution channels, inflation, digital marketing, content streaming, and social media, just to mention a few new topics.","clarity_rating":5,"clarity_review":"I found the OTL textbook easy to read and understand. Good comprehension level and in the use of examples, figures, and images to illustrate or compliment the text.","consistency_rating":5,"consistency_review":"The OTL textbook’s material is laid out in a logical sequence, culminating with the last chapter dedicated to the Marketing Plan.","modularity_rating":5,"modularity_review":"Chapters progress in a logical manner, allowing the reader to digest the material and prepare for the next chapter.","organization_rating":3,"organization_review":"The organization, structure, and flow of the material are fine, but my concern is the lack of an index and a single depository for key terms and chapter highlights.","interface_rating":4,"interface_review":"The images, figures, tables, and video clips need to be revisited for relevancy. The use of these visual aids helps the reader better understand the topics being discussed.","grammatical_rating":5,"grammatical_review":"The content is well written, very limited if any grammatical issues. To make the textbook more relevant, consider using socially accepted pronouns, which in turn would elevate the textbook to today’s sociality expectations.","cultural_rating":3,"cultural_review":"A chapter on world cultures and the different business nuances and practices (ethics) would be beneficial to a student learning about marketing.","overall_rating":8,"overall_review":"As this is my first experience dealing with OER, I wanted to be fair and open to the possibilities presented by this new resource. For comparison purposes, I used my adopted textbook vs the OTL textbook. My goal is to decide if I could adopt the OTL textbook. \r\nSimilarly, the adopted textbook and the OTL textbook are for a 100-level course. Both textbooks offer entry-level content, relevant material, easy to read and comprehend, more than enough chapters to fill a semester, Contents, Chapter titles, Learning Objectives, topics, images, figures, examples, video clips, Discussion/Review Questions, Activities, and both textbooks offer a test bank. The OTL textbook has Key Takeaways for each topic presented in a chapter, and the adopted textbook has a section in the back of the textbook titled Chapter Review, which contains Learning Objectives and Key Terms. \r\nDifferences, the adopted textbook has a price point, an OTL textbook lacks an Index, and the adopted textbook offers PowerPoint Slides, Instructor’s manual, Rubrics, and Case Studies. I was unable to find an Instructor’s Resources section for the OTL textbook, but the OTL textbook provides students with financial relief. I believe I could adopt this textbook with a minimal number of self-adjustments.","created_at":"2022-11-24T09:44:19.000-06:00","updated_at":"2022-11-24T09:44:19.000-06:00"},{"id":34344,"first_name":"Monisha","last_name":"Gupta","position":"Assistant Professor","institution_name":"Marshall University","comprehensiveness_rating":4,"comprehensiveness_review":"The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and concludes by raising discussion questions and activities. The textbook covers most of the marketing topics that should be included in an introductory course. However, given that the book is dated it is missing some emerging and emergent topics in marketing such as global marketing, data analytics, digital marketing, and the use of social media tools,  to name a few. The author has at the outset clarified that the book does not follow the tenets of the 4 Ps of marketing. However, substituting terms such as products or services with terms like “offerings “requires a much deeper understanding of consumer needs, wants, or behavior. This might require a higher level of understanding which might not be in line with the student profile who opts for this course. The author has restructured the traditional 4Ps of the marketing mix and introduces that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value.\r\nAlso, the suggested activities created for each chapter are outside the scope of the chapter’s content. For instance, page 24, after Chapter 1 suggests activities such as “ Explain how the marketing goals, strategies, and markets for the nonprofit differ from a for-profit organization” or “Evaluate personal value equation”. These concepts have not been discussed in chapter 1 and are tackled later in the book by the author. These activities might not need more discussion and clarification before students can actively contribute to the solutions. \r\nOverall, the book covers most foundation-level content, but the choice of the author’s distinctive terminology might be a concern for students. Moreso,  when they progress from this course to advanced levels of marketing and have trouble aligning the core concepts and keywords.","accuracy_rating":5,"accuracy_review":"Not an issue, the content is accurate and provides reference sources.","relevance_rating":4,"relevance_review":"The OTL textbook is well documented and breaks up the content into smaller and comprehensive blocks of information. If relevance is measured based on the traditional acceptance and present outlook it might fall a little short. The book lacks this by disregarding some key changes in the marketplace such as the pandemic and its impact on consumption cycles, and the emergence of a large service industry. This has reshaped the consumer’s and marketers’ choices of development processes, channel partners, pricing strategies, promotional methodologies, use of social media tools, etc. These aspects need to be addressed in more detail with recent examples for students to appreciate the relevance.","clarity_rating":5,"clarity_review":"The author has outlined the content in great detail, making it easy to read and understand the textbook. Easy conversational language and links, for example, appeal to students who can find a great deal on the electronic medium.","consistency_rating":5,"consistency_review":"The chapters in the textbook are organized in the same consistent manner in the entire book. This is helpful for the readers and instructors to follow a format.","modularity_rating":4,"modularity_review":"The text is easily and readily divided into smaller reading sections that can be assigned. This lends itself to assigning modules by chapters and units within the chapters.","organization_rating":4,"organization_review":"I have been teaching this course for the past 4 years and have found that explaining what a marketing plan is and then studying the various stages helps the students appreciate the various phases in this process. This textbook has taken a completely different approach by explaining the marketing plan at the end. While the topics are the same the structure impacts the flow and, in my opinion, the ability to hold the student’s interest.   I suggest moving Chapter 16 to Chapter 3 followed by Chapter 5.","interface_rating":3,"interface_review":"The textbook was last updated in 2010, making all images, figures, tables, and video clips mildly outdated. The power of audio-visual aids is very powerful, and the quality is becoming better and better. To keep the students engaged the author might like to consider using technology for simulations, video assignments, etc., these can be useful for the students.","grammatical_rating":5,"grammatical_review":"I found no grammatical errors, the content is well-written and easily understandable. The language used is conversational and something the students should find easy to navigate.","cultural_rating":4,"cultural_review":"Global and international marketing are the mainstays for today, these aspects have not been addressed in the textbook. It warrants at least a chapter on world cultures, the emergence of MNCs, and geo-demographics relevance. It is important to acknowledge that demographic profiling needs to incorporate cultural diversity.  The textbook has all US-based industry examples and consumer responses, ignoring the diverse consumer profile even within the US.","overall_rating":9,"overall_review":"Overall, it is a great attempt to provide such detailed material for the students. Given that it was uploaded in 2010 the book needs to be updated to include more current and global marketing aspects. The textbook was created for an entry-level course in marketing. I enjoy the way the author shares the various career options available for marketing majors. However, the student profile who takes this course includes students who major in finance, and journalism. PR, management, etc. It would be relevant for them to see how these skills are transferable and useful in other work fields. The suggested activities need to be more application based and limited to the content of the preceding chapter. More global and culturally applicable examples need to be included.","created_at":"2023-01-02T11:55:21.000-06:00","updated_at":"2023-01-02T11:55:21.000-06:00"},{"id":35145,"first_name":"Elaheh","last_name":"Saffari","position":"Marketing Instructor, PhD","institution_name":"Old Dominion University","comprehensiveness_rating":5,"comprehensiveness_review":"This Principles of Marketing textbook has 16 chapters, and most key topic areas are discussed relatively thoroughly. It also offers a nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, etc.","accuracy_rating":5,"accuracy_review":"The content is accurate and unbiased. I did not come across any areas that were not accurate. Most contents are explained adequately for concept delivery.","relevance_rating":4,"relevance_review":"The textbook provides a solid foundation in basic marketing principles. Also, It would benefit from addressing topics such as the growth of virtual retailing, the impact of broken supply chains, challenges in distribution channels, inflation, and advancements in digital marketing. Additionally, incorporating discussions on content streaming, social media, and the innovative uses of VR, AR, and the Metaverse in marketing would make the textbook even more valuable.","clarity_rating":5,"clarity_review":"The textbook is easy to read and understand. Definitions \u0026 examples are clear.","consistency_rating":5,"consistency_review":"Overall, the textbook maintains a consistent framework, with a logical flow and chapter sequence that aligns well with classroom instruction.","modularity_rating":5,"modularity_review":"The text consists of 16 chapters, each divided into multiple subsections for flexible reading. It is easy to read, with good spacing and helpful graphics. Video links provide breaks, aiding students in studying for exams.","organization_rating":5,"organization_review":"The topics are effectively presented and structured. The text begins with broad definitions and concepts before delving into detailed explanations of each subject.","interface_rating":5,"interface_review":"The functionality of the text seemed to be working. Web links, images, and figures allow for easy direction-finding.","grammatical_rating":5,"grammatical_review":"No grammatical errors were found.","cultural_rating":4,"cultural_review":"The textbook lacks cultural relevance, as it doesn't include many examples or photos that represent diverse races, ethnicities, or backgrounds.","overall_rating":10,"overall_review":"Overall, this is a commendable textbook that effectively covers fundamental marketing principles. However, there are some areas that could benefit from further attention. For instance, the inclusion of topics such as customer interaction with AI, and the impact of technology on customer purchase experiences and business operations would be valuable. Additionally, incorporating discussions on virtual reality, robotics, and augmented reality would enhance the text by addressing contemporary trends in marketing and consumer behavior.","created_at":"2024-06-27T14:44:32.000-05:00","updated_at":"2024-06-27T14:44:32.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/principles-of-marketing","updated_at":"2025-12-15T02:25:48.000-06:00"},{"id":275,"title":"Growth and Competitive Strategy in 3 Circles","edition_statement":null,"volume":null,"copyright_year":2012,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"The 3-Circle model was developed over the past several years, initially in strategic planning for a university graduate program and in an executive MBA course designed to integrate the concepts of marketing and competitive strategy. Over the course of time, the 3-Circle model has been successfully used by hundreds of organizations throughout the world in establishing and growing their market positions. Many of the case examples in this book demonstrating applications of the 3-Circle model applications are from executives who have attended executive education training at the University of Notre Dame. The development of competitive strategy is difficult because there are a lot of moving parts, as well as hundreds of frameworks, that might potentially guide the effort. Executives appreciate how the 3-Circle model simplifies the integration of customer, firm, and competitor analysis to generate growth strategies. It also provides a common language and process for understanding and explaining competitive advantage and for identifying profitable growth strategy.","contributors":[{"id":3076,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Joe","middle_name":"E.","last_name":"Urbany","location":"University of Notre Dame","background_text":"Joe Urbany, who received his PhD from Ohio State University, is Professor of Marketing in the Mendoza College of Business at the University of Notre Dame. His work has appeared in the Journal of Consumer Research, the Journal of Marketing, Marketing Science, Harvard Business Review, the Journal of Retailing, and the Journal of the Academy of Marketing Science."},{"id":3077,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"James","middle_name":"H.","last_name":"Davis","location":null,"background_text":"James H. Davis received his PhD in corporate strategy from the University of Iowa, MBA from Idaho State University, and MEd and BA from Brigham Young University. From 1998 to 2008, he was director of the Gigot Center for Entrepreneurial Studies at the Mendoza College of Business. He received the Notre Dame College of Business MBA Outstanding Professor of the year award in 1996, 1998, and 1999. He was awarded Outstanding Professor by Purdue University’s German International School of Management Administration in 2001."}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":21,"name":"Management","parent_subject_id":2,"call_number":"HD30.4","visible_textbooks_count":60,"url":"https://staging.open.umn.edu/opentextbooks/subjects/management"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":163,"url":"https://saylordotorg.github.io/text_growth-and-competitive-strategy-in-3-circles/index.html","year":null,"created_at":"2018-09-07T12:22:37.000-05:00","updated_at":"2018-09-07T12:22:37.000-05:00","name":"Saylor Foundation"}],"formats":[{"id":309,"type":"Online","url":"https://saylordotorg.github.io/text_growth-and-competitive-strategy-in-3-circles/index.html","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":310,"type":"PDF","url":"http://www.saylor.org/site/textbooks/Growth%20and%20Competitive%20Strategy%20in%203%20Circles.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4.5","textbook_reviews_count":4,"reviews":[{"id":1921,"first_name":"James","last_name":"Stock","position":"Distinguished University Professor","institution_name":"University of South Florida","comprehensiveness_rating":4,"comprehensiveness_review":"For a text on marketing strategy, the book presents a reasonably comprehensive view of the major components of strategy.  The fundamental focus of the text is the customer value proposition, which is a very good way of approaching marketing strategy.  The 3 Circle concepts is relatively straightforward and can be easily grasped by students.  I have used the text in my graduate Marketing Stragegy course and the concepts seem to be well understood by the students and the examples in the text bring the concepts to life.  I have not used the text in an undergraduate class, but would assume that at a senior level, the text would also be well received.  The only significant omission and suggestion would be to include some in-depth discussion of the distribution aspects of marketing strategy, especially as they relate to omnichannel retailing and supply chain management.  These are issues of importance in the customer value equation.  Otherwise, the text is fairly comprehensive from a marketing mix perspective.  I did not see a glossary or index in the text, so I cannot comment on those items.  Having said that, it did not seem to be a problem in that the concepts are defined adequately in the text and because the text is only slightly over 200 pages, an index is not really necessary.  A list of references is provided and it seems comprehensive, but most teachers will likely not have time to research the articles and books that are referenced therein.","accuracy_rating":5,"accuracy_review":"I did not see any errors in terms of content.  The text is written in a generally objective fashion, so no bias is evident.  The examples are very good for the most part and of sufficient length is be useful in illustrating various topics and issues. Overall, the text appears to be a good representation of the relevant literature in marketing and strategy.","relevance_rating":5,"relevance_review":"The examples and illustrations are fairly recent and most students will be able to relate to them.  The majority of the examples, whether they are industry- or firm-specific, are appropriate and recent enough so that readers will be able to \"fill in the blanks\" if more detail is required.  The text can probably be relevant without updating for at least a few more years.  I would add some of the Amazon-related material as well as additional discussion of technologies such as blockchains, artificial intelligence, automation, demand sensing, big data analytics, etc.","clarity_rating":5,"clarity_review":"I found the text to be reader friendly; that is, it was not too academic.  It has a good blend of theory and practice and the use of the 3 Circles model ties everything together very well.","consistency_rating":5,"consistency_review":"Everything is tied together well and is presented in a logical and consistent fashion.  I did not notice any inconsistencies in the discussion, examples/illustrations, or exhibits.  Terms used will be understood by most students, so there is no confusion there.","modularity_rating":4,"modularity_review":"The modules or chapters are standard, that is, they can be covered individually, although I would hestitate to discuss them out of order since they are best taught in sequence.  I don't find the nine chapters to be presented differently than most other marketing texts, which is a good thing inasmuch as students and teachers are used to having such order in a text.  Other marketing texts can be presented in varying order or sequence as determined by the instructor.  This text does not lend itself to having an instructor cover chapters out of order or sequence.  Whether one views that as a pro or con depends on the teaching approach used by the instructor. In my class I did not mind covering the chapters in the order that they were presented by the authors.","organization_rating":5,"organization_review":"The structure and sequencing of the text is fine.  Chapters build upon one another and the 3 Circle concept ties it all togeter.","interface_rating":3,"interface_review":"The use of figures, charts and exhibits are adequate.  More of them would be better.  Some exhibits are very busy and take time to absorb the material because of the large number of elements that are presented.  I'm afraid that students for the most part would skim over those very busy exhibits rather than sudy them in detail.  The content is there, but it would be better if the students could digest them in smaller bites rather than try to consume them in one large mouthful.  This is one aspect of the text which would benefit from an update/revision.  ","grammatical_rating":5,"grammatical_review":"I did not see any grammatical errors in a general reading of the text.  Likely there are probably some errors given 200+ pages, but I did not read the text as a proofreader, but only as a person who wanted to grasp concepts and strategies.","cultural_rating":5,"cultural_review":"My classes tend to have a majority of international students in them and i have not sensed any cultural problems surrounding the material in the text or the approach used to cover the concepts and applications.  Most of the examples and illustrations seem to be relevant to students of any culture.","overall_rating":9,"overall_review":"The book does a reasonably good job at presenting a relatively simplistic but pragmatic approach to marketing strategy.  It has served me well in my graduate classes on marketing strategy and should be effective in a senior-level course at the undergraduate level.  I would not hesitate to recommend this text to instructors teaching such courses.  The customer value oridentation of the text is a big plus!","created_at":"2018-03-27T19:00:00.000-05:00","updated_at":"2018-03-27T19:00:00.000-05:00"},{"id":2270,"first_name":"Wayne","last_name":"Speer","position":"Visiting Prof of Entrprenerurial Studies","institution_name":"Miami U  -  Oxford","comprehensiveness_rating":4,"comprehensiveness_review":"The book does a very good job covering the marketing approach to developing strategy.  It pulls in many processes, approaches and other resources - that encompass a 'total' approach.  I like how it links back to the firm.","accuracy_rating":5,"accuracy_review":"I have no reason to doubt this.  It sites many examples of cases in business to illustrate it's approach ( 3- Circle)","relevance_rating":5,"relevance_review":"Actually, I am pleasantly surprised.,  Although it does reference Palm Pilot. - many of the other references are current ( enough)","clarity_rating":5,"clarity_review":"Excellent.  It uses common, \"non-academic\", language and is easily understood.","consistency_rating":5,"consistency_review":"Excellent.Throughout the text - the same language, references, etc. are great.","modularity_rating":5,"modularity_review":"9 Chapters, and the layout is easy and consistent throughout.  The heading,sub heading are also consistent - so you know what each chapter is building in content.","organization_rating":5,"organization_review":"The build ( flow) was logical and easy to follow.  The text build to a natural end-state.","interface_rating":5,"interface_review":"The text has no interface issues","grammatical_rating":5,"grammatical_review":"Non grammatical errors.\nThere was one chart -where the labeling was incorrect ( B was not in the appropriate place - but no issues)","cultural_rating":5,"cultural_review":"It used a very wide range of references - non are offensive","overall_rating":10,"overall_review":"I thought it was extremely good.  The 3-Circle approach uses the visualization - to help the reader \"see'\" the development of a Growth Strategy.  I will likely incorporate some of the content into my Marketing MBA class.","created_at":"2018-08-02T19:00:00.000-05:00","updated_at":"2018-08-02T19:00:00.000-05:00"},{"id":2885,"first_name":"Robert","last_name":"Samples","position":"Faculty Specialist ","institution_name":"Western Michigan University","comprehensiveness_rating":5,"comprehensiveness_review":"While most strategy text books focus on the 10 steps involved in establishing a strategy, this book focuses on the functional aspect of how those steps impact; the Customer, the Company, and the Competition.  Students will learn how to apply the (10) elements of a strategy into an actual growth plan.  As a former VP of Marketing for a Fortune 100 firm, this book aligns well with the process used in a corporate planning setting to build a growth strategy.  The students leave with a far more useful idea of how to build or think through a strategic plan, then they would from a standard textbook.  ","accuracy_rating":5,"accuracy_review":"I did not find any major errors in this book.  While some content was dated, that was easily managed by using current examples of marketing growth strategies from industry reports and experts.  ","relevance_rating":5,"relevance_review":"The 3 Circles Growth strategy is far more relevant than other text books I have used in the past.  It aligns well with current business practices and the examples are easily updated by drawing from current events and publications.  ","clarity_rating":4,"clarity_review":"This eBook is clear and easy to understand.  The only markdown is for repetitiveness of some material.   ","consistency_rating":5,"consistency_review":"The terminology and content flowed consistently throughout the book.","modularity_rating":5,"modularity_review":"The text is easy to break into three separate sections.  I used this to establish team \"Board Meetings\" for each circle, to help guide the class on dealing with each in detail as they worked on a strategy case in small teams. ","organization_rating":5,"organization_review":"I found the three circles helped build a natural and logical progression of thought.  ","interface_rating":5,"interface_review":"I, nor any of my students had any problems accessing the text and materials.  ","grammatical_rating":5,"grammatical_review":"No notable grammatical errors were noted.","cultural_rating":5,"cultural_review":"While one example was from a parochial school, non of the material was offensive or insensitive in any way.  ","overall_rating":10,"overall_review":"I found this text book both relevant and stimulating for students who wan't to learn about developing a marketing growth strategy.  It is easy to build this into a semester long team strategy case assignment also.  It would be nice to have more materials available on testing and/or audio visual tools for the classroom.  ","created_at":"2019-05-04T06:55:22.000-05:00","updated_at":"2019-05-04T06:55:22.000-05:00"},{"id":33905,"first_name":"Lance","last_name":"Gentry","position":"Professor","institution_name":"University of Mary Washington","comprehensiveness_rating":3,"comprehensiveness_review":"This is not a comprehensive book on strategy.  Nor is that the intent of the book.  Instead it provides a ten-step process for developing and implementing a competitive growth strategy.  For that purpose it does a good job.  It would be much better if the book included both a table of contents and an index.","accuracy_rating":5,"accuracy_review":"It is well-written and seems free of bias.","relevance_rating":5,"relevance_review":"The book should be timeless.  It is not based on specific technologies, but on general planning and implementation.  The planning is grounded in marketing truths emphasizing customer value and differentiation.  The implementation encourages managers to focus on distinctive capabilities, resources, and assets that support the planning.","clarity_rating":5,"clarity_review":"The book is easy to read and appropriate for both undergraduates and graduates who already have a basic understanding of business vocabulary and concepts.","consistency_rating":5,"consistency_review":"The book is internally consistent.","modularity_rating":5,"modularity_review":"The book has eight primary chapters and a ninth chapter summarizing everything.  These chapters have subheadings and sections and can also be easily divided.  Technically the book has ten chapters, but the last is simply a Works Cited section and is not really a chapter.","organization_rating":4,"organization_review":"The book is well organized.  However, it could greatly benefit from a table of contents and an index.  It would also be improved if each of the steps was a separate chapter (and the Works Cited was not called a chapter).","interface_rating":5,"interface_review":"No issues.","grammatical_rating":5,"grammatical_review":"No problems.","cultural_rating":5,"cultural_review":"No issues.","overall_rating":9,"overall_review":"This is a useful tool for students who already understand basic marketing and management concepts.  It provides them with clear directions on how to develop and implement a market-driven growth strategy.","created_at":"2022-06-10T12:51:57.000-05:00","updated_at":"2022-06-10T12:51:57.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/growth-and-competitive-strategy-in-3-circles","updated_at":"2025-12-15T02:01:56.000-06:00"},{"id":388,"title":"Introducing Marketing","edition_statement":null,"volume":null,"copyright_year":2011,"isbn10":null,"isbn13":null,"license":"Attribution","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.","contributors":[{"id":3912,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"John","middle_name":null,"last_name":"Burnett","location":null,"background_text":"Professor John Burnett is the author/co-author of twenty books and over 60 academic articles. He recently retired after 41 years as a professor of marketing and lives in Carlsbad, California. For the last twenty years much of his focus has been on marketing for nonprofits. The result has been numerous workshops, the creation of several marketing plans, and the book entitled, Nonprofit Marketing Best Practices. Consequently, he is particularly proud offering his book, Introducing Marketing, to the Global Text organization. He finds the possibility of millions of the worlds’ impoverished to have access to his book as being quite remarkable!"}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":293,"url":"https://open.bccampus.ca/find-open-textbooks/?uuid=ddbe3343-9796-4801-a0cb-7af7b02e3191\u0026contributor=\u0026keyword=\u0026subject=Marketing","year":null,"created_at":"2018-09-07T12:22:38.000-05:00","updated_at":"2018-09-07T12:22:38.000-05:00","name":"BCcampus"}],"formats":[{"id":472,"type":"PDF","url":"http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb-7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4","textbook_reviews_count":11,"reviews":[{"id":884,"first_name":"Katie","last_name":"Gilstrap","position":"Assistant Professor","institution_name":"Virginia Commonwealth University","comprehensiveness_rating":4,"comprehensiveness_review":"This text is comprehensive; however, I would like to see a bit more in the promotions area-specifically around personal selling and digital marketing. ","accuracy_rating":5,"accuracy_review":"I feel that this book is very accurate. I have no constructive feedback here. ","relevance_rating":3,"relevance_review":"I think the core principles are good; however, with the developments in digital and mobile marketing I think this area could be strengthened.","clarity_rating":5,"clarity_review":"The book is very readable and organized in a very clear and methodical way.","consistency_rating":5,"consistency_review":"The text is consistent with other introductory texts I have used. ","modularity_rating":5,"modularity_review":"The book is organized in a similar way to other introductory texts, which lends itself to predictable teaching modules.","organization_rating":5,"organization_review":"The organization is predictable and similar to other introductory texts. ","interface_rating":4,"interface_review":"No comments.","grammatical_rating":5,"grammatical_review":"No problems.","cultural_rating":3,"cultural_review":"With the incorporation of some more modern examples as well as a more deliberate inclusion of mobile and digital marketing, I think this book would be more relevant. It feels a bit dated at this time.","overall_rating":9,"overall_review":null,"created_at":"2017-02-08T18:00:00.000-06:00","updated_at":"2017-02-08T18:00:00.000-06:00"},{"id":1032,"first_name":"David","last_name":"Pearlman","position":"Associate Professor","institution_name":"University of New Orleans","comprehensiveness_rating":3,"comprehensiveness_review":"Introducing Marketing by John Burnett addresses a gamut of topics that an instructor might want to cover including a nice introduction to market research.  The text would benefit with the inclusion of an index and complete glossary in the appendices of the book.  Most content areas were discussed rather thoroughly; however, due to the nature of the topic its copyright date of 2011 limiting content timeliness.  Only one paragraph of the whole text mentions internet marketing as a growing product distribution channel.  Social medias influence on consumer decision making and purchase behavior is not included in its discussion of these topics even though this effect is very much an area of interest to many marketers.  Further, the text is deficient in its coverage and application towards marketing services and now experiences, which is required even more in today’s marketplace.  The authors need to update the coverage to include the internet since it has revolutionized marketing.  ","accuracy_rating":3,"accuracy_review":"Introducing Marketing by John Burnett presents rather dated references and examples that are predominantly taken from the late 90s.  Therefore, the accuracy is correct but not current and is could be misleading if not taken in context.  The text also seems to target the North American audience, and international readers may have a difficult time relating to the examples provided.  The authors need to update the examples to improve the accuracy of topic coverage.","relevance_rating":4,"relevance_review":"The greatest problem with Introducing Marketing by John Burnett has to do with its datedness.  All of the examples, facts, and references are close to 20 years old.  Marketing is a dynamic field rapidly changing and one that has been greatly impacted by technology.  However, several chapters are very relevant to the development of an understanding of key foundation topics, which are timeless.  The authors could consider including or expanding more on the subjects of corporate social responsibility or social marketing, sustainable marketing, and social media.","clarity_rating":4,"clarity_review":"Introducing Marketing by John Burnett presents key concepts well and the glossary of key terms at the end of each chapter is helpful.  In an effort to ease material comprehension, the authors may want to create a few more tables and figures illustrating notable topics/subjects of interest.  ","consistency_rating":5,"consistency_review":"Introducing Marketing by John Burnett follows a consistent format outlined in the book Preface.","modularity_rating":5,"modularity_review":"Introducing Marketing by John Burnett presents the material in 10 chapters in the text, each of them is broken up into sections.  Such structure makes it very manageable for the instructor to use the text in a typical North American semester.","organization_rating":5,"organization_review":"Another strength of Introducing Marketing by John Burnett is how chapters are broken up numerically and into small modules for timing class management.  ","interface_rating":3,"interface_review":"The authors could consider adding a glossary and index at the end of the text.  In addition, the inclusion of websites would engage students more and provide an easy way to maintain topic relevancy","grammatical_rating":5,"grammatical_review":"The text is easy to read with little to no spelling or grammatical errors. ","cultural_rating":2,"cultural_review":"It appears that this text is mainly designed for North American audience and could benefit from greater diversity in its examples.","overall_rating":8,"overall_review":"Introducing Marketing by John Burnett does a really nice job of offering a comprehensive foundation textbook that can easily be adapted to class needs.  I was glad to see the authors incorporate important topics that are frequently omitted in other texts.  At the same time, a few more important topics could be added as well as the integration of up-to-date examples that students will find interesting as well as integrated media (e.g., audio/video clips) and real life profiles (marketing manager) to produce a more engaging text. ","created_at":"2017-02-15T18:00:00.000-06:00","updated_at":"2017-02-15T18:00:00.000-06:00"},{"id":1218,"first_name":"Babu","last_name":"John Mariadoss","position":"Associate Professor","institution_name":"Washington State University","comprehensiveness_rating":4,"comprehensiveness_review":"The book 'Introducing Marketing' by John Burnett starts with a definition of marketing and a justification for studying marketing in the first chapter “Introducing Marketing,” whether the author introduces the traditional 4Ps schema of the marketing mix as the framework to organize the book. After discussing markets, market research, buyer behavior, external environment and global marketing, the textbook covers the 4Ps of marketing with one chapter deviated to each element of the marketing mix. While the textbook is quite comprehensive in that it covers the core concepts required for an introductory course in Marketing, it still lacks in some key chapters and topics that are generally included in contemporary textbooks for the introductory Marketing course. Specifically, the book does not include a chapter on Services, or even Services as part of the Product offering. Further, recent topics of importance such as Social Media and Digital Communications and Corporate Social Responsibility have to be included in the next edition. A separate section on Ethical considerations could also be added, although this topic has been covered in the chapter 'Understanding buyer behavior' and 'External considerations in marketing'. Some necessary topics that appear in traditional introductory textbooks were missing (e.g., SWOT analysis in 'External considerations in marketing, and Product Life Cycle in 'Introducing and managing the product'). The textbook has a nice table of contents, but it will help to add a glossary at the end of the book.","accuracy_rating":4,"accuracy_review":"The content and topics covered in the chapters are accurate, and the examples accompanying the concepts are fitting, although they are from firms and events prior to 2011. However, since the examples are provided for better understanding and application of concepts, the dated examples do not diminish their importance and relevance to the concepts that are explained.","relevance_rating":3,"relevance_review":"The latest edition of the book was in 2011; therefore, the content is not up-to-date, because certain marketing topics that came into prominence in the past 6-7 years have not been incorporated. However, these chapters, such as 'Social Media', 'Digital Communications' and 'Corporate Social Responsibility' can be added easily in the end, as they will not necessarily interfere in the presentation of the core concepts. With these changes, and with some creative addition of contemporary examples by the course instructor, this book will make still be relevant after several years. Therefore, this shortcoming does not negatively impact the book's relevance or longevity in any way; in fact, with suitable updates, it will be very easy for instructors to implement the content into their courses.","clarity_rating":4,"clarity_review":"The concepts in the chapters have been rendered in easily readable and comprehensible prose. Each chapter starts with an interesting opening vignette and presentation of performance-based learning objectives, and the concepts are accompanied with capsule reviews presented in boxes. Clarity of understanding is further enhanced through “Integrated marketing” boxes and “Newsline” boxes. Instructors can further ensure student learning by assigning the different projects and cases available at the end of the chapters.","consistency_rating":4,"consistency_review":"Each chapter in the textbook is presented in an internally consistent manner - the structure of each chapter comprising - opening vignettes, followed by learning objectives, the capsule review boxes, Integrated marketing boxes, Newsline boxes, end-of-chapter projects, and end-of-chapter cases - is consistently maintained in all chapters.","modularity_rating":4,"modularity_review":"Through concise writing and omission of unnecessary fluff and frills, the chapters have been rendered to be neither too long nor short. There are few self-references, and all text is accompanied by appropriate sub-headings, which allows for easy mix and match of individual chapters with content from elsewhere.","organization_rating":4,"organization_review":"I was particularly impressed by the textbook's organization, structure and the logical presentation of the content. Traditional textbooks carry long chapters on Strategic Planning and Strategic Marketing Planning in the front-end, immediately after the first chapter, and before discussing Buyer Behavior; however, this book goes on to first introduce marketing, and then introduces the strategic Marketing decisions (Segmentation, Targeting and Positioning) in chapter 2, without going into a detailed discussion of Strategic Planning. After the discussions on market research and buyer behavior, the different aspects of the external environment are introduced, which provides a nice transition to global markets, and then the 4 Ps of the marketing mix. This makes for easy flow of the content, and thus, enhanced understanding of the overall process.","interface_rating":3,"interface_review":"There are significant interface issues - for example, clicking the chapter inks in the table of contents do not lead to the appropriate chapters. Further, the odd numbered pages carry the chapter title as headers, but they interfere readability as they are incorrectly positioned to pose as section headings. The formatting of the text could have been better, as the look and feel differs from that of traditional textbooks.","grammatical_rating":4,"grammatical_review":"The book has no significant grammatical errors that will interfere with readability and comprehension.","cultural_rating":4,"cultural_review":"The audience of the book is mainly North American, with specific focus on America. If students are provided that understanding and assumption, and the appreciation of the importance of culture in global markets from Chapter 6, 'Marketing in global markets,' it will not be too difficult to transfer the core concepts and apply them to any marketing context.","overall_rating":8,"overall_review":"Overall, this book covers the core concepts of marketing for an introductory marketing class, and provides the basic content that can be complemented with material for other more recent topics, from other sources. Instructors can use the text to provide students with the basic concepts and supplement them with appropriate contemporary examples from other sources.","created_at":"2017-06-20T19:00:00.000-05:00","updated_at":"2017-06-20T19:00:00.000-05:00"},{"id":1298,"first_name":"Lucinda (Luci)","last_name":"Parmer","position":"Assistant Professor","institution_name":"Miami University - Hamilton","comprehensiveness_rating":3,"comprehensiveness_review":"I felt the book was lacking in several areas:\n\n- developing customer relationships\n- developing successful marketing strategies\n- understanding social responsibility\n- understanding target markets\n- understanding sales management\n- understanding supply chain management\n- understanding direct marketing\n- using social media to connect with customers\n- implementing interactive and multichannel marketing","accuracy_rating":4,"accuracy_review":"I felt the book to be accurate but just a bit dated on current business/marketing lingo and graphical examples.","relevance_rating":3,"relevance_review":"I feel the book needs to be updated with some current business lingo and terminology, as well as, the graphics need to be updated with current real-world examples.","clarity_rating":4,"clarity_review":"I feel the clarity of the book is well-written.","consistency_rating":3,"consistency_review":"I feel the order in which the topics and concepts are arranged could be better managed. The flow is OK, but does need some work.","modularity_rating":3,"modularity_review":"This book would be a hard read. There are pages and pages of very long text passages, however, headings are used very well throughout the book to help break-up the monotony. .","organization_rating":3,"organization_review":"I feel the flow could be better designed. It is not terrible, but some more topics/concepts could be added and the order of the flow could be rearranged somewhat to flow better.","interface_rating":3,"interface_review":"The interface of the books is fine, but some of the examples/graphics need to be updated as to not confuse or bore the reader.","grammatical_rating":3,"grammatical_review":"I did not find any grammatical errors, but some of the business terminology that is used could be updated, for example instead of using \"understanding buyer behavior\" using \"consumer behavior\" instead.","cultural_rating":4,"cultural_review":"The cultural relevance was good. I did not see any real bias.","overall_rating":7,"overall_review":"It seems as if this book was written several years ago. I did review the copyright and it says 2011.","created_at":"2017-06-20T19:00:00.000-05:00","updated_at":"2017-06-20T19:00:00.000-05:00"},{"id":1743,"first_name":"Somjit","last_name":"Barat","position":"Associate Professor","institution_name":"Pennsylvania State University","comprehensiveness_rating":4,"comprehensiveness_review":"This textbook is as comprehensive as other comparable textbooks in the market. It provides decent coverage to all academic and practical areas of marketing as a discipline, such as concept, different types, global marketing, marketing research, Internet marketing, promotional tools, marketing mix and so on. \nIn contrast to other textbooks, the chapters in the Table of Contents are not organized under separate sections or categories but serially. Also, many of the topics that you would typically find as a separate chapter in other textbooks e.g. advertising, sales promotion, personal selling etc. are all clubbed under one chapter. That is why this textbook has only 10 instead of the typical 20-25 chapters you would find with other textbooks in the market. ","accuracy_rating":5,"accuracy_review":"I did not notice any problem with accuracy, typographical or grammatical or factual errors. To the best of my knowledge, I did not find any evidence of bias in the subject matter.  ","relevance_rating":4,"relevance_review":"As has been rightly acknowledged by the author, unlike math or history for example, marketing will quickly gets outdated simply because it is an evolving subject. And there is no escape out of this! As such, the best that can be done is to update the text with the most current events/developments. \nTo the best of my knowledge, the text features an option to replace the existing case studies and projects with more recent ones, keeping the theoretical components more or less in tact. As such, in my opinion, the text book can continue to ]be relevant and useful for for considerable time to come. ","clarity_rating":5,"clarity_review":"I would rate this book very highly on clarity. The writing is lucid, well-flowing, and weaves in nicely with the subsequent sections or sub-sections, thereby making it pleasant to read and easy to understand.\nThe style is remarkably different from most other basic marketing textbooks out there in the market, which, at first pass, might seem a little out of place, but a little bit of patience and perseverance reveals that the author has attempted to make this book comprehensible even by the reader who is completely unfamiliar with the field of marketing , thanks to his lucid style.\n ","consistency_rating":4,"consistency_review":"The textbook is reasonably consistent in terminology, structure and set up. This makes easier reading, and understanding especially for readers who are new to the subject. Even though the style is free-flowing compared to other textbooks in the market, it does not create any kind of confusion or anxiety in reading through the different chapters. ","modularity_rating":4,"modularity_review":"With very few exceptions, the text is neatly organized into sections and sub-sections, with decent transitional sentences and context. While other textbooks have many more such sections, sub-sections, headings, sub-headings, highlights, callouts, boxes and colorful texts and diagrams on the margins or in different segments, sometimes they create a distraction, plus ubiquity breeds lack of attention. Nor should we expect such 'luxury' from a free textbook. To be sure, this textbook still delivers the major concepts in a no-nonsense manner.  ","organization_rating":4,"organization_review":"The topics are presented in a logical manner. Frankly speaking, there are several ways topics can  be arranged in a textbook of this level, so no structure can be touted as 'better' than others.","interface_rating":4,"interface_review":"The text interface is clear, nor was there any navigational issue. One minor problem was noticed with the graphics on page 39: the right border of the picture was missing: but it was neither distracting nor confusing for the reader.  ","grammatical_rating":5,"grammatical_review":"From what I read I didn't notice any grammar issues.","cultural_rating":4,"cultural_review":"The author has taken cultural relevance into account while writing this book. The result is a polished blend of updated anecdotes, simple but comprehensive definitions of critical concepts and yet, all described in lucid style. One example, among many, is on page 136: \"Ultimately, the successful marketer is the one who is best able to manipulate the controllable tools of the\nmarketing mix within the uncontrollable environment\".","overall_rating":9,"overall_review":"Overall, this is an excellent book which covers all topics you would find in a typical textbook out there in the market, which sell for a hefty price. The two major differences are: 1. There is not so much color, graphics and jazz as you might find in other textbooks that make them appears flashy and 2. It has almost half the # chapters compared to its counterparts in the market and yet, covers all the major topics of a introductory textbook. In other words, there is no compromise in the quality. I would highly recommend my fellow instructors to adopt this textbook in their undergrad Principles of Marketing classes and give the students a break from having to break their banks! ","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":1839,"first_name":"Angela","last_name":"Lawrence","position":"Senior Lecturer in Marketing","institution_name":"Staffordshire University","comprehensiveness_rating":3,"comprehensiveness_review":"This text provides a good introduction to marketing and covers many of the core concepts of marketing. Basic principles are described well with occasional models to support. However, the text without doubt requires an update, as there is very limited coverage of digital marketing, which has become a core element of marketing within the last decade. Digital theory needs to be incorporated into just about every chapter of the study text and case studies need updating to reflect the increasingly digital world within which businesses and marketers operate.\n\nThis said, the text is worthy of recommendation to students to explain the core principles of marketing e.g. segmentation, market research, planning, consumer behaviour etc. I particularly like the detail on New Product Development in Chapter 7\n\nI would like to see more marketing models introduced, such as Pestel, Porters 5 Forces, TOWS, 4Ps and 7Ps and \nAnsoff. These are seen to be some of the core models/frameworks adopted by marketers, even at an introductory level.\n\nI would also like to see a little bit about Corporate Social Responsibility and Reputation Management, to feel that a comprehensive introduction to the marketing function has been covered\n","accuracy_rating":5,"accuracy_review":"I did not feel the text to be biased in any way. A good range of organisations were referenced in case studies and there did not appear to be any inaccuracies or errors","relevance_rating":2,"relevance_review":"The structure of the chapters is appropriate and relevant. It would not be too onerous an update to include more about digital marketing and the occasional reference to an introductory marketing model. This, along with some updates to case studies and references, would immediately improve the relevance and longevity of the text.","clarity_rating":4,"clarity_review":"The style of writing is clear and easy to understand. If anything, there is just a little too much text and a lack of diagrams/models to support the written word. More imagery would be useful for students who are visual learners, who may struggle with the predominance of the written word in this book.","consistency_rating":5,"consistency_review":"Consistency was a strength of this text. The capsules, key terms, summary and questions within and at the end of each chapter provided a useful and consistent guide for the reader.\n","modularity_rating":1,"modularity_review":"When reading the first chapter, it did at times feel like a succession of headings which did not always seem linked, culminating in a mass of small snippets of facts about marketing being thrown together, which felt somewhat overwhelming and may scare off the student reader. As chapters progressed however, the sections where much more relevant and less cluttered, providing a clearer route through the chapter.","organization_rating":4,"organization_review":"Topics were presented in the order that I would expect for an introductory marketing text. The only exception to this is that I would like to have seen the book culminate in the development of a marketing plan, rather than having this quite early in the text.","interface_rating":2,"interface_review":"I had no problem navigating the book and there were no disruptive features as I worked through the chapters","grammatical_rating":1,"grammatical_review":"I did not identify any grammatical errors in the book","cultural_rating":5,"cultural_review":"I did not identify any cultural insensitivity within the text. The chapter on marketing in global markets was culturally sensitive and very appropriate.","overall_rating":6,"overall_review":"Despite its limitations, I would still recommend this text to students who wish to gain a basic grasp of the principles of marketing, with the caveat that an additional text on digital marketing would need to be read alongside. I feel that the structure of the book lends itself to a fairly straightforward update and would very much welcome this, to strengthen my recommendation to students","created_at":"2018-02-01T18:00:00.000-06:00","updated_at":"2018-02-01T18:00:00.000-06:00"},{"id":2536,"first_name":"Kerri","last_name":"Lum","position":"Lecturer","institution_name":"Leeward Community College","comprehensiveness_rating":3,"comprehensiveness_review":"Although the general areas of consumer behavior, product management, pricing, promotion and distribution are covered there is not sufficient inclusion of the more current issues within each section, most noticeably the use of digital promotion and distribution.  While there is a Table of Contents, there is no glossary.  ","accuracy_rating":5,"accuracy_review":"The basic foundation of marketing is explained in straightforward terms.","relevance_rating":3,"relevance_review":"Due to the publication date the case studies do not reflect more current companies and issues.  While some case studies are timeless such as the marketing of the Elvis estate, younger students do no have many current case studies to reflect upon and relate to.  Adding more up to date case studies should not be an issue if they are selected by subject matter and integrated into the appropriate chapter.","clarity_rating":4,"clarity_review":"The text is written is easy to understand language and in very basic terms.  More diagrams and pictures to support the text would be helpful.  ","consistency_rating":5,"consistency_review":"The text is consistent in its terminology and writing style.","modularity_rating":3,"modularity_review":"The method of breaking down the chapters with repetitive headings is confusing.  In some cases it is difficult to understand the way information is grouped and presented.  The four P's of Marketing are separated well into different chapters. ","organization_rating":4,"organization_review":"In general the flow of the book's content makes sense and is easy to follow.  However, the content within each chapter does not always flow well.","interface_rating":4,"interface_review":"Although there are no distorted images, the quality of the diagrams and images are not exceptional and do not make understanding the content easier.","grammatical_rating":5,"grammatical_review":"No issues.","cultural_rating":4,"cultural_review":"There are no insensitive issues.  The book would benefit from more global examples and not just within that chapter.","overall_rating":8,"overall_review":null,"created_at":"2019-01-16T16:05:02.000-06:00","updated_at":"2019-01-16T16:05:02.000-06:00"},{"id":4674,"first_name":"Wendy","last_name":"Hoffman","position":"Associate Professor","institution_name":"Manchester University","comprehensiveness_rating":3,"comprehensiveness_review":"Major topics of marketing are covered.  While there is discussion of strategic planning, there lacks a strategic approach to the text's contents that ties the topics together.  Also, the importance of the target market as the guiding influence on the development of marketing strategy is understated.","accuracy_rating":4,"accuracy_review":"The definitions and description of the marketing topics and their supporting elements are presented clearly and accurately.  In some cases, further development of the significance of the elements could be achieved.","relevance_rating":4,"relevance_review":"The principles of marketing as described in the text are relevant to organization's marketing function.  Quite clearly, given a 2011 publishing date, examples are dated and not illustrative of marketing in 2021.","clarity_rating":4,"clarity_review":"The language and writing style are appropriate for the college level or newcomer to marketing.","consistency_rating":4,"consistency_review":"The framework for the material is standard.  The introduction of marketing research in the early chapters is appealing so that these concepts can be applied when investigating the topics in later chapters.  The chapter on international marketing would be better positioned at the end of the text.","modularity_rating":5,"modularity_review":"There is flexibility in text content. If an instructor wanted to assign sections for a base understanding and then build upon it with up-to-date references and illustrations, this would be possible.","organization_rating":4,"organization_review":"As suggested, there is an advantage to having marketing research presented in the earlier part of the text as it is.  Its concepts can then be used in projects related to the target market or marketing mix segments.  As a whole, topics are introduced in a logical manner.  For full understanding, positioning international marketing at the end of text once a basic understanding of the material is achieved makes more sense.","interface_rating":5,"interface_review":"There were no interface issues apparent during my review of the text.","grammatical_rating":5,"grammatical_review":"Overall, the text is clearly written and adheres to accepted grammatical standards.  Some language attempts to be conversational and is also acceptable.","cultural_rating":5,"cultural_review":"I found no instances of a cultural bias and there is an adequate variety and breadth of diverse examples.","overall_rating":9,"overall_review":"If a professor was willing to organize a marketing class around current issues and needed a text for underlying definitions, this text would fill the need.","created_at":"2021-03-04T16:29:14.000-06:00","updated_at":"2021-03-04T16:29:14.000-06:00"},{"id":33568,"first_name":"Xiaojing","last_name":"Sheng","position":"Professor","institution_name":"University of Texas Rio Grande Valley","comprehensiveness_rating":4,"comprehensiveness_review":"The textbook provides a good overview of the major concepts in marketing and covers the subject appropriately. Table of contents is included, but there is no glossary in the text. There is a list of key terms at the end of each chapter, however. Some contents are outdated. For example, the discussion of how technology impacts marketing and consumption is not up-to-date given all the technological advances and developments. Also lacking is a discussion of more current issues such as the impact of climate change on marketing, consumption, and consumer as well as societal wellbeing. Although this is an introductory textbook, I believe that students will benefit from learning more theoretical perspectives in marketing. The textbook is lacking in this respect in my opinion. Finally, the text does not provide any guidance on how to create a marketing plan, which I think is an important omission.","accuracy_rating":3,"accuracy_review":"The content is unbiased. However, there are inaccuracies. For example, in Chapter 6, when discussing Dell's strategy in entering the market in China, the author mistakenly referred the city, Xiamen, to \"Ziamen\". When discussing cultural differences, the author wrote that: \"In Asia, when a person bows to you, bow your head forward equal or lower than theirs.\" This statement is not accurate in that the described custom only exists in several countries in Asia. Additionally, I think citing \"higher buyer involvement\" as a distinguishing characteristic of services as compared to goods is not accurate because this depends on how involvement is defined.","relevance_rating":4,"relevance_review":"Although some contents are not up-to-date, the text is arranged in such a way that updates should be relatively easy to implement.","clarity_rating":5,"clarity_review":"The text is easy to understand and written with clarity.","consistency_rating":5,"consistency_review":"The text is consistent in terms of terminology and writing style.","modularity_rating":4,"modularity_review":"Headings are well used throughout the text and make reading easier. However, there are sections in the text that are overlong.","organization_rating":5,"organization_review":"Topics are organized in a logical way. The structure is clear. I find the end of chapter discussion questions, project, and case application exercise very helpful.","interface_rating":4,"interface_review":"There are no significant interface issues. Navigation flows well. However, there is some distortion of images/charts.","grammatical_rating":5,"grammatical_review":"The text contains no grammatical errors.","cultural_rating":5,"cultural_review":"The text is culturally sensitive and inclusive.","overall_rating":9,"overall_review":null,"created_at":"2021-12-22T22:37:50.000-06:00","updated_at":"2021-12-22T22:37:50.000-06:00"},{"id":33892,"first_name":"Trunnis","last_name":"Goggins","position":"Adjunct Instructor of Business","institution_name":"Trine University","comprehensiveness_rating":3,"comprehensiveness_review":"This book does discuss a lot of fundamental concepts of marketing. However, it is missing the concepts of ethics in detail. Most importantly it does not go in depth going over the 4P's of marketing. It does do extensive work when it comes to pricing, but place, promotion, and product are not given the same attention. This book does a good job of addressing market research, and consumer behavior.","accuracy_rating":4,"accuracy_review":"The book has a high level of accuracy. However, for an introductory book on marketing, the book does address very high level marketing concepts and neglects some fundamental principles of the marketing discipline.","relevance_rating":3,"relevance_review":"Textbook was written in 2011, as a result there are quite a few changes in the way of market research and other marketing tools being used today. Though this book does highlight a lot of the basic marketing concepts, it would be necessary for a major update in order to make it fully revel and to today's marketing climate.","clarity_rating":5,"clarity_review":"This textbook is very easy to read, and has very interesting marketing examples spread throughout the textbook.","consistency_rating":5,"consistency_review":"This book is a high level of consistency when it comes to terminology. The marketing theories are consistent throughout the textbook.","modularity_rating":5,"modularity_review":"This book is sectioned off appropriately. It is very easy to follow, and has several knowledge checks along the way.","organization_rating":4,"organization_review":"This textbook is somewhat well organized. However some of the chapters could be rearranged in order to have the proper building blocks of marketing. For example, understanding buyer behavior which is in chapter 4, should be before marketing research which is chapter 3. One must understand buyer behavior before diving into comprehensive marketing research.","interface_rating":5,"interface_review":"There are no navigation problems either online or in the PDF file.","grammatical_rating":5,"grammatical_review":"The book is very well written.","cultural_rating":5,"cultural_review":"The book is very mindful of cultures, genders, races, and creed.","overall_rating":9,"overall_review":"I do feel that this book does address key concepts. However it lacks in some of the most important fundamentals of marketing. In addition, this book being 11 years old, does lack in some of the modern marketing concepts and strategies. Overall, this book is well designed to supplement intro to marketing courses when it comes to learning material.","created_at":"2022-06-01T09:45:46.000-05:00","updated_at":"2022-06-01T09:45:46.000-05:00"},{"id":35006,"first_name":"Chang","last_name":"Huh","position":"Professor","institution_name":"University of Texas Rio Grande Valley","comprehensiveness_rating":5,"comprehensiveness_review":"This textbook covers marketing fundamentals well","accuracy_rating":4,"accuracy_review":"The contents in the textbook are accurate, ensuring a reliable source of information for students.","relevance_rating":5,"relevance_review":"The business examples provided are relevant in the industry.","clarity_rating":5,"clarity_review":"It is easy to read and clear, written in lucid, accessible prose with sufficient context for technical terminology.","consistency_rating":5,"consistency_review":"The textbook maintains internal consistency in terminology and framework throughout.","modularity_rating":5,"modularity_review":"Each chapter is well divided, offering smaller reading sections suitable for assignment at different points within the course.","organization_rating":5,"organization_review":"Topics are logical and organized.","interface_rating":4,"interface_review":"The text is free of significant interface issues.","grammatical_rating":5,"grammatical_review":"No grammatical errors are found in the text, contributing to its clarity and professionalism.","cultural_rating":5,"cultural_review":"The text is culturally sensitive and inclusive.","overall_rating":10,"overall_review":"This textbook presents a user-friendly approach to marketing fundamentals, with well-organized chapters covering essential topics. It is a valuable resource for students and professionals alike, providing clear insights into key marketing principles.","created_at":"2024-04-16T12:45:15.000-05:00","updated_at":"2024-04-16T12:45:15.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/introducing-marketing","updated_at":"2025-08-11T08:05:21.000-05:00"},{"id":659,"title":"eMarketing - The Essential Guide to Online Marketing","edition_statement":null,"volume":null,"copyright_year":2012,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimization, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimization, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.","contributors":[],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":637,"url":"https://open.bccampus.ca/find-open-textbooks/?uuid=65ed5b9b-a7dc-4e73-ae37-76e23e04ee46\u0026contributor=\u0026keyword=\u0026subject=","year":null,"created_at":"2019-01-26T14:18:00.000-06:00","updated_at":"2019-01-26T14:18:00.000-06:00","name":"BCcampus"}],"formats":[{"id":1134,"type":"Online","url":"https://open.bccampus.ca/find-open-textbooks/?uuid=65ed5b9b-a7dc-4e73-ae37-76e23e04ee46\u0026contributor=\u0026keyword=\u0026subject=","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1135,"type":"PDF","url":"https://open.bccampus.ca/find-open-textbooks/?uuid=65ed5b9b-a7dc-4e73-ae37-76e23e04ee46\u0026contributor=\u0026keyword=\u0026subject=","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1136,"type":"eBook","url":"https://open.bccampus.ca/find-open-textbooks/?uuid=65ed5b9b-a7dc-4e73-ae37-76e23e04ee46\u0026contributor=\u0026keyword=\u0026subject=","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1848,"type":"MS Word","url":"http://solr.bccampus.ca:8001/bcc/items/65ed5b9b-a7dc-4e73-ae37-76e23e04ee46/1/?attachment.uuid=4fff5c6f-19c1-4937-9bca-37bb42c7361d","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4","textbook_reviews_count":3,"reviews":[{"id":3351,"first_name":"Jennifer","last_name":"Johnson Jorgensen","position":"Assistant Professor","institution_name":"University of Nebraska - Lincoln","comprehensiveness_rating":4,"comprehensiveness_review":"This book covers the major components of how to engage in online marketing.  Topics highlighted in the book are brief, but based on the breadth of the book, it needs to be.  I would have enjoyed a little more content on influencers, as well as the visual nature of social media which has become so popular (e.g., Instagram, Pinterest).  An additional chapter on consumer perceptions of online marketing (in general) would also be helpful to highlight the need to satisfy target market desires.  Overall, this is a good introductory book that touches on the different ways that companies can utilize online tools for marketing.  I imagine that this book would be very beneficial in higher education at the Freshman/Sophomore level.","accuracy_rating":5,"accuracy_review":"I found the content of the book to be accurate.  Due to its brief nature, I found myself wanting more information on each of the topics.  However, if exposure to various online marketing tools is the aim, then this book delivers.","relevance_rating":4,"relevance_review":"The relevance of this book stands, as online marketing will continue to become more prevalent.  There are a few things that could be updated/more specific, which includes the visual component of social media.  However, I was happy that the topic of blogging was included, which tends to be left out of some marketing textbooks.","clarity_rating":5,"clarity_review":"This book was written in a clear and concise manner.  I believe that there is little in the text that could be misinterpreted or misunderstood.  I also think that students would appreciate the concise nature of the book, as there aren’t any ‘frills’ to distract or derail their time.  Every word and image has a purpose.","consistency_rating":5,"consistency_review":"I found the content of this book to be consistent in nature.  There seems to be an equal, yet fair, amount of content on each topic.  Each main topic starts with a brief history, and then delves into what it is and how to use it.  Terminology is also used in a consistent way.","modularity_rating":5,"modularity_review":"The content is very modular by design.  Sections of the book could easily be used without needing reference to other parts of the book.  The case studies can also be used in a stand-alone manner, as some could supplement existing course content without the surrounding chapter of this book.","organization_rating":5,"organization_review":"The organization is logical and appropriate.  The book starts with discussing the Internet and continues to build to more comprehensive online marketing tools from there.  The content on each topic also tends to start with a section on “how it works” and then delves into the “nuts and bolts” of the topic.  ","interface_rating":3,"interface_review":"I tested some of the web links, in which I found many that led to the expected webpage(s) and some that led to questionable websites.  It’s tedious to do, but the links should be checked again.  I would have also enjoyed seeing a Table of Contents page on the PDF version that allowed for a simple ‘click and link’ feature (similar to the online version).  In addition, I found that some of the visuals were pixelated, which was somewhat distracting.  Other than these minor issues, I found the book easy to navigate.","grammatical_rating":5,"grammatical_review":"I didn’t find any grammatical errors in the book.  Overall, it was well-written, clear, and concise.","cultural_rating":5,"cultural_review":"Due to the topic of the book, there isn’t a lot of discussion on culture, diversity, and inclusiveness.  This is a component that would be beneficial to highlight, however, as marketing campaigns are becoming more personalized.  Now that marketers must reach people on a more individual level, it is important to understand the target market, what they expect from companies, and how to make sure that companies are representing consumers’ beliefs and values in each campaign.  An adaptation of the Market Research chapter or an additional chapter on identifying target markets and their perceptions of each type (or some of the main types) of online marketing tool(s) may be the answer.","overall_rating":9,"overall_review":"Overall, this text is a helpful introduction for students at the lower levels of higher education.  This book will expose them to the basics of the topic, and provide some \"food for thought\" before they reach more complicated coursework on developing marketing campaigns and consumer research.","created_at":"2019-12-05T17:04:40.000-06:00","updated_at":"2019-12-05T17:04:40.000-06:00"},{"id":3780,"first_name":"Michelle","last_name":"Glasmann Skaggs","position":"Assistant Professor","institution_name":"Community College of Denver","comprehensiveness_rating":5,"comprehensiveness_review":"Structured more for upperdivision level class, not lower.","accuracy_rating":2,"accuracy_review":"Last published in 2013, needs updating. Still has a chapter on Google+","relevance_rating":1,"relevance_review":"Seven years old, doesn't address current social trends nor technologies for marketing.","clarity_rating":5,"clarity_review":"Far too much jargon for a lower division introductory class.","consistency_rating":5,"consistency_review":"Consistent and detailed.","modularity_rating":3,"modularity_review":"Modularity is outdated.","organization_rating":5,"organization_review":"Organized well.","interface_rating":5,"interface_review":"Interface appeared well.","grammatical_rating":1,"grammatical_review":"Low/no grammatical errors.","cultural_rating":1,"cultural_review":"Not culturally insensitive.","overall_rating":7,"overall_review":"Too far outdated to even consider bringing in to my classroom.","created_at":"2020-04-30T19:59:17.000-05:00","updated_at":"2020-04-30T19:59:17.000-05:00"},{"id":3947,"first_name":"Justin","last_name":"Pomerance","position":"PhD Candidate","institution_name":"University of Colorado Boulder","comprehensiveness_rating":5,"comprehensiveness_review":"This book is definitely comprehensive—I taught digital marketing twice before ever seeing this book, and it covers all of the topics that I hit on in my class, plus many more. As I mention later, I really like that they begin with strategy, something that doesn’t have to be covered in a digital course. Other topics (e.g. UX design, CRM, web design, data analytics and market research) are also beyond the scope of what I have taught in the past, but it is nice that they are there in case I want them, or for students’ reference.","accuracy_rating":4,"accuracy_review":"I haven’t yet taught from this book, so I haven’t read it in perfect detail, but of what I have read it seems accurate.","relevance_rating":4,"relevance_review":"It’s hard to remain relevant over the long-term in digital marketing because everything is constantly changing. I think that’s one advantage of using an online textbook—hopefully it will remain up to date, as it is easier to update than a regular textbook might be. But all the basics seem sound.","clarity_rating":5,"clarity_review":"There are a *lot* of technical terms in digital marketing. This book does a nice job explaining them when they are first introduced (e.g. “SERP” = search engine results page, “SEO” = search engine optimization/optimizer)","consistency_rating":5,"consistency_review":"I didn’t notice any problems with consistent use of language/terminology.","modularity_rating":4,"modularity_review":"The textbook is divided into four sections: “Think”, “Create”, “Engage”, and “Optimise.” I was initially skeptical about this division and how it would apply to digital marketing, but after reading through the book it seems like it’s a useful division. The thing I like most is the initial focus on strategy—I find that often with digital marketing the strategy can get lost in the tactics; this structure focuses on strategy early, which I think can combat this issue.","organization_rating":4,"organization_review":"I don’t think there is a super natural order in which to present digital marketing information; however, as mentioned, I really like that they begin with strategy, and then go into tactics. Tactics can overwhelm strategy within digital, so this is nice. I do think “optimize” and “create” could go hand in hand, as this is ideally a pretty iterative process.","interface_rating":5,"interface_review":"I downloaded this as a PDF, which made it very easy. This is another draw to me of this textbook—not having to ask my university’s bookstore to order the book/have to deal with students who have different version/etc.","grammatical_rating":5,"grammatical_review":"None noticed.","cultural_rating":5,"cultural_review":"No issues noticed.","overall_rating":9,"overall_review":null,"created_at":"2020-06-11T14:54:26.000-05:00","updated_at":"2020-06-11T14:54:26.000-05:00"},{"id":5198,"first_name":"Julie","last_name":"Turgeon","position":"Business Faculty","institution_name":"Holyoke Community College","comprehensiveness_rating":5,"comprehensiveness_review":"Some chapters are extremely short.  I especially found the chapter on Social Media to be cut short. The text provides an overview of social media but with how much social media has grown including the topic of algorithms and influencers.  Regardless of not going into extensive details on some topics, the text does provide a broad range of content for online business marketing.","accuracy_rating":4,"accuracy_review":"The timeline in history is a great start for modern day business marketers can see where it started from.  Many young entrepreneurs do not remember a time when online marketing did not exist. The how to pay section of the online advertising is changing over time as new methods of currency are becoming popular. ","relevance_rating":4,"relevance_review":"The broad terms and not getting into too much detail does help in keeping the text relevant since how businesses are marketing on the web on a daily basis.  This topic is ever changing and fluid so it is definitely challenging to have a text that is long-standing. I do like how the text goes into customer relationship management and online reputation management.  Those interpersonal skills are timeless regardless of the methods of marketing on social media change. ","clarity_rating":4,"clarity_review":"The case studies assisted in adding some clarity and relevance at the time it was written but they also seem generic.  ","consistency_rating":5,"consistency_review":"The set up of the text is easy to follow and has the same format throughout. ","modularity_rating":5,"modularity_review":"Found the text to be modular by design.  It was easy to find information without having to refer to other areas of the text. ","organization_rating":5,"organization_review":"The table of contents is well organized and when clicking on any area within the table of contents it easily directed to that area.","interface_rating":5,"interface_review":"I enjoyed how OpenEd provided multiple methods of accessing the text.  They were easy to use and easy to access.","grammatical_rating":5,"grammatical_review":"No grammatical errors noticed.","cultural_rating":4,"cultural_review":"Did not see any issues but was not written in a manner that addressed different cultures from different points of view.  The topics were written in a generic manner and not addressing any cultural views.","overall_rating":9,"overall_review":"This book is useful and a great introductory book to emarketing.  It covers major components of how to engage in online marketing. The world of social media has vastly expanded with Instagram and TikTok since this book was written so the topic of influencers is not as in depth as it should be for 2021.  It covers many topics so it does not go very in depth in many areas. I do like how terminology is used in a consistent manner.  I would like to see more about social media algorithms.  Overall it is a good resource for reference but I would recommend to use additional up to date references.","created_at":"2021-06-30T18:00:00.000-05:00","updated_at":"2021-06-30T18:00:00.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/emarketing-the-essential-guide-to-online-marketing","updated_at":"2025-12-15T02:17:18.000-06:00"},{"id":885,"title":"Strategic Marketing in the Global Forest Industries","edition_statement":"Third Edition","volume":null,"copyright_year":2018,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"The forest industry is increasingly global and every marketer of forest products should have a global perspective. As a natural resource-based industry, the forest industry has an especially high profile role in environmental protection and is increasingly involved in climate change mitigation and management. Global forests are not only important because they provide a source of industrial raw material, but also because of the various other human needs they satisfy. A forest products marketer should have a basic understanding of the role that global forests play in society. Major societal trends are impacting the external environment within which the forest industry operates. We provide an overview of global forests and a brief description of the markets for the main categories of the forest industry.","contributors":[{"id":5231,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Eric","middle_name":null,"last_name":"Hansen","location":"Oregon State University","background_text":"Eric Hansen, Oregon State University"},{"id":5232,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Heikki","middle_name":null,"last_name":"Juslin","location":"University of Helsinki","background_text":"Heikki Juslin, University of Helsinki"}],"subjects":[{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":864,"url":"https://open.oregonstate.education/","year":2018,"created_at":"2020-07-16T11:32:15.000-05:00","updated_at":"2020-07-16T11:32:15.000-05:00","name":"Oregon State University"}],"formats":[{"id":1555,"type":"Online","url":"https://open.oregonstate.education/strategicmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1556,"type":"PDF","url":"https://open.oregonstate.education/strategicmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1557,"type":"eBook","url":"https://open.oregonstate.education/strategicmarketing/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":null,"textbook_reviews_count":0,"reviews":[],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/strategic-marketing-in-the-global-forest-industries-third-edition","updated_at":"2025-12-15T02:18:51.000-06:00"},{"id":123,"title":"Electronic Commerce: The Strategic Perspective","edition_statement":null,"volume":null,"copyright_year":2014,"isbn10":null,"isbn13":null,"license":"Attribution","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"This book is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning. The book's title reflects some key themes that we develop. First, we are primarily concerned with electronic commerce, which we define as using technology (e.g., the Internet) to communicate or transact with stakeholders (e.g., customers). Second, we discuss how organizations must change in order to take advantage of electronic commerce opportunities. In this sense, our book offers the strategic perspective (i.e., the best way to operate a successful business in the 21st century). Third, with the growing importance of the Internet and related technologies, organizations must take electronic commerce into account when they are creating strategic plans. Thus, electronic commerce is a strategic perspective that all firms must adopt, both in the present and in the future. In other words, an organization that does not explicitly consider electronic commerce as a strategic imperative is probably making a crucial error. Here, we focus primarily on the opportunities and tactics that can lead to success in the electronic marketplace.","contributors":[{"id":1581,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Richard","middle_name":"T.","last_name":"Watson","location":"University of Georgia","background_text":"Richard T. Watson"},{"id":1582,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Pierre","middle_name":null,"last_name":"Berthon","location":"Bentley College","background_text":"Pierre Berthon"},{"id":1583,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Leyland","middle_name":"F.","last_name":"Pitt","location":"Simon Fraser University","background_text":"Leyland F. Pitt"},{"id":1584,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"George","middle_name":"M.","last_name":"Zinkhan","location":"University of Georgia","background_text":"George M. Zinkhan"}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":21,"name":"Management","parent_subject_id":2,"call_number":"HD30.4","visible_textbooks_count":60,"url":"https://staging.open.umn.edu/opentextbooks/subjects/management"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"}],"publishers":[{"id":509,"url":"https://open.bccampus.ca/2011/03/07/electronic-commerce-the-strategic-perspective/","year":null,"created_at":"2018-09-07T12:22:40.000-05:00","updated_at":"2018-09-07T12:22:40.000-05:00","name":"BCcampus"}],"formats":[{"id":858,"type":"PDF","url":"https://opentextbc.ca/electroniccommerce/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":859,"type":"Online","url":"https://opentextbc.ca/electroniccommerce/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":1634,"type":"eBook","url":"https://opentextbc.ca/electroniccommerce/","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4.5","textbook_reviews_count":2,"reviews":[{"id":2191,"first_name":"Robert","last_name":"Tureman","position":"Associate Professor of Information Systems Technology","institution_name":"Paul D. Camp Community College","comprehensiveness_rating":3,"comprehensiveness_review":"The text covers in concept form the major business ideas related to an e-commerce business.  The authors do a good job of outlining how the Internet and World Wide Web can alter traditional buying and selling.  One of the great features of the text is the use of models to help identify the actions and interactions of business and e-commerce systems. The authors do point out that examples were removed from the original published version.  What remains is substantially timeless.  However, I needed to add the technology of now to the materials.  I also felt that I needed to add small business materials, planning materials, and web site development exercises to meet the needs of my students.","accuracy_rating":5,"accuracy_review":"The book is accurate in what it presents. Remember that it will still be necessary to supplement technical detail, especially if your course has an Information Technology component. Make certain you read the entire book before you start your course to find other elements you will want to add.  The authors are generally correct that what they have written is timeless, but each chapter needs to be enhanced in some way.","relevance_rating":4,"relevance_review":"This version has retained content that is relevant and will continue to be that way for a while.  It obviously has holes because of the gap of time between its writing and now.  It is a great foundation to start with.","clarity_rating":5,"clarity_review":"The writing is generally clear and understandable. The measuring effectiveness section is not as easy a read, but only because of the content presented and the modeling and analysis it is moving toward.  Plan for your students to spend more time there, and make certain they grasp the importance of the figures and diagrams and that they understand them. I would consider having students build Excel worksheets to represent the calculations, and to have them research metrics available from their web host to help with these measures.","consistency_rating":5,"consistency_review":"The text is internally consistent in terms of terminology and framework. However, make certain you read the entire book before you start your course so you are not surprised by the end.  In the final chapter, the authors tie specific future trend ideas to postmodernism, which makes sense but was not what I would have expected in terms of style.  They approach this part from Philosophy to Business, where I might have only stated the business characteristics.  This will lead to excellent discussion and problem solving of the future of e-commerce, the web and related topics.","modularity_rating":5,"modularity_review":"The text is easily viewed as a series of essays and can be used in that form.  The chapters are presented in a natural order, but taking them out of order is not a particular problem.","organization_rating":5,"organization_review":"The topics in the text are presented in a logical, clear fashion. The authors are generally correct that what they have written is timeless, but each chapter needs to be enhanced in some way.  In general, the way I will use this is to read the text material, use some enhancement to the material, and then do a hands-on exercise to each topic.","interface_rating":3,"interface_review":"Many of the graphics were better on the HTML version than the PDF, but some of those will still need interpretation. Some were not particularly readable even when enlarged because of resolution. This is not a “small device” book presentation. I am going to see if enhanced graphics are available, and use them if I can.  If not I will probably adapt what is there.","grammatical_rating":5,"grammatical_review":"I found no major grammar flaws.  I did find one typo which was in chapter 1 and I hope is gone by the time you read this in the copy you have. I also prefer that “very” either be left out or replaced with a more precise word.","cultural_rating":5,"cultural_review":"I did not detect any problems in this area in the text.","overall_rating":9,"overall_review":"I am adopting this book for my IT version of the Electronic Commerce Course with all the enhancements I have listed.  Feel free to contact me to get the materials after I have completed the building of my enhancements.","created_at":"2018-06-19T19:00:00.000-05:00","updated_at":"2018-06-19T19:00:00.000-05:00"},{"id":3200,"first_name":"Ruth","last_name":"Shillair","position":"Assistant Professor","institution_name":"Michigan State University","comprehensiveness_rating":5,"comprehensiveness_review":"This book is a great synopsis of the author's extensive experience. This focuses on the foundational issues dealing with e-commerce and it perfect for upper level undergraduate students. It is written without extensive jargon so it is useful for all majors. The case studies at the end of each chapter are a little dated but they are classic examples of critical points in the evolution of digital commerce. ","accuracy_rating":5,"accuracy_review":"Since the book is based on a previous print version it has obviously had the chapters copy edited. I didn't find any errors in my reading of the book. ","relevance_rating":5,"relevance_review":"I appreciate that the book is written in a way that addresses the larger strategic choices that businesses need to make as they adopt any sort of technology to increase their competitive stance. Unlike many volumes that are quickly outdated, this volume deals with more basic choices that don't change even though the technology is constantly changing that allows businesses to carry out their basic goals. That being said, some of the examples are dated (e.g., Chapter on Distribution and the example of Dell computer's production in the late 1990s and Amazon at that time just sold information about books). The constant changes in the field of e-commerce/ digital commerce make almost any book have out of date items by the time they are published. I would just advise educators to add supplementary material to update any specifics that feel too old.  ","clarity_rating":5,"clarity_review":"The books is clearly written and very succinct. It is not too long so I think that students will find all the chapters useful and instructors can use these as a starting point for engaging class discussions. ","consistency_rating":5,"consistency_review":"Even though each chapter is written by a different professor, or grouping of professors, the overall tone of the book is consistent. The overall organization of the book allows for a fairly comprehensive view of the topic. ","modularity_rating":5,"modularity_review":"The overall book has a fairly comprehensive scope and sequence that moves from basic foundational issues to more societal and policy questions. Given I would suggest that instructors consider using the entire book, each chapter would function well on its own. ","organization_rating":5,"organization_review":"The introduction clearly explains the overall logic and pedagogical goals of each chapter.  ","interface_rating":5,"interface_review":"I worked with the online interface through the Open Textbook Initiative. This worked quite well. It is also available for direct download in many formats so it should be easy for students with almost any device.  ","grammatical_rating":5,"grammatical_review":"As this is based on an earlier print edition through a publisher it was clean. ","cultural_rating":5,"cultural_review":"The book covers the growth of e-commerce the challenge and opportunities this brings to businesses. The perspective is primarily western and usually deals with examples from North America. However, since it is older it doesn't cover the rapid changes in Eastern Asia and how these market giants (e.g., Alibaba) have embraced digital commerce and the changes that mobile commerce have made as a result of this market shift. ","overall_rating":10,"overall_review":null,"created_at":"2019-10-21T13:16:53.000-05:00","updated_at":"2019-10-21T13:16:53.000-05:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/electronic-commerce-the-strategic-perspective","updated_at":"2025-12-15T02:22:17.000-06:00"},{"id":282,"title":"Legal Aspects of Marketing and Sales","edition_statement":null,"volume":null,"copyright_year":2012,"isbn10":null,"isbn13":null,"license":"Attribution-NonCommercial-ShareAlike","language":"eng","accessibility_statement":null,"accessibility_features":["unknown"],"description":"Legal Aspects of Marketing and Sales is an up-to-date textbook that covers legal issues that students who will work in marketing or with marketing managers must understand. The text is organized to permit instructors to tailor the materials to their particular approach. The authors take special care to engage students by relating law to everyday events with their clear, concise and readable style. After introductory chapters covering the legal environment of business, Legal Aspects of Marketing and Sales provides students with context and essential legal concepts relating to contracts, sales, intellectual property, antitrust law and unfair trade practices. The text provides the vocabulary and legal savvy they will need to talk in an educated way to customers, suppliers, shareholders, government regulators and other stakeholders — and to their own lawyers.","contributors":[{"id":3577,"contribution":"Author","primary":true,"corporate":false,"title":null,"first_name":"Don","middle_name":null,"last_name":"Mayer","location":"University of Denver","background_text":"Don Mayer now teaches law, ethics, public policy, and sustainability at the Daniels College of Business, University of Denver, where he is Professor in Residence. His research focuses on the role of business in creating a more just, sustainable, peaceful and productive world. With James O'Toole, Professor Mayer has co-edited and contributed content to Good Business: Exercising Effective \u0026 Ethical Leadership (Routledge: Taylor and Francis, 2010). He is also co-author of International Business Law: Cases and Materials, in its 5th edition with Pearson Publishing Co. He recently served as the first Arsht Visiting Ethics Scholar at the University of Miami. After attending Kenyon College (philosophy) and Duke University Law School, Professor Mayer served as a \"JAG officer\" with the United States Air Force during the Vietnam conflict, and went to private practice in North Carolina. He went to Washington D.C. in 1984 to attend Georgetown University Law Center, where he earned his LL.M. in International and Comparative law in 1985. He began an academic career in 1985 at Western Carolina University, and was a full professor at Oakland University in Rochester, Michigan for many years before coming to the University of Denver. He has taught as a visitor at California State Polytechnic University, the University of Michigan, the Manchester Business School Worldwide, and Antwerp Management School. Professor Mayer has won numerous awards from the Academy of Legal Studies in Business, including the Hoeber Award for best article in the American Business Law Journal, twice won the Maurer Award for best article on business ethics, and three times won the Ralph Bunch Award for best article on international business law. His work has been published in many journals and law reviews, but most often in American Business Law Journal, the Journal of Business Ethics, and the Business Ethics Quarterly."},{"id":3578,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Daniel","middle_name":null,"last_name":"Warner","location":"Western Washington University","background_text":"Daniel Warner is a magna cum laude graduate of the University of Washington, where -- following military service -- he also attended law school. After some years of civil practice, he joined the faculty at the College of Business and Economics at Western Washington University in 1978 where he is now a professor of business legal studies in the Accounting Department. He has published extensively exploring the intersection of popular culture and the law, for which publications he has five times received the College of Business Dean's Research Award for \"distinguished contributions in published research.\" He served eight years on the Whatcom County Council, two years as its Chair. He has served on the Faculty Senate, on various university and college committees including chairman of the University Master Plan Committee; he has been active in state Bar Association committee work and in local politics, where he has served on numerous boards and commissions over 30 years."},{"id":3579,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"George","middle_name":"J.","last_name":"Siedel","location":"University of Michigan","background_text":"George J. Siedel's research addresses legal issues that relate to international business law, negotiation, and dispute resolution. Recent publications focus on proactive law and the use of law to gain competitive advantage. His work in progress includes research on the impact of litigation on large corporations and the use of electronic communication as evidence in litigation. Professor Siedel has been admitted to practice before the United States Supreme Court and in Michigan, Ohio, and Florida. Following graduation from law school, he worked as an attorney in a professional corporation. He has also served on several boards of directors and as Associate Dean of the University of Michigan Business School. The author of numerous books and articles, Professor Siedel has received several research awards, including the Faculty Recognition Award from the University of Michigan and the following awards from the Academy of Legal Studies in Business: the Hoeber Award, the Ralph Bunche Award and the Maurer Award. The Center for International Business Education and Research selected a case written by Professor Siedel for its annual International Case Writing Award. His research has been cited by appellate courts in the United States and abroad, including the High Court of Australia. Professor Siedel has served as Visiting Professor of Business Law at Stanford University, Visiting Professor of Business Administration at Harvard University, and Parsons Fellow at the University of Sydney. He has been elected a Visiting Fellow at Cambridge University's Wolfson College and a Life Fellow of the Michigan State Bar Foundation. As a Fulbright Scholar, Professor Siedel held a Distinguished Chair in the Humanities and Social Sciences."},{"id":3580,"contribution":"Author","primary":false,"corporate":false,"title":null,"first_name":"Jethro","middle_name":"K.","last_name":"Lieberman","location":"New York Law School","background_text":"Jethro K. Lieberman is professor of law and VP for Academic Publishing at New York Law School, where he has taught for more than a quarter century. He took his B.A. in politics and economics from Yale University, his J.D. from Harvard Law School, and his Ph.D. in political science from Columbia University. He began his teaching career at Fordham University Law School and before that was VP at what is now the CPR International Institute for Conflict Prevention and Resolution. For nearly ten years he was Legal Affairs Editor of Business Week Magazine. He practiced antitrust and trade regulation law at a large Washington law firm and was on active duty as a member of the Navy’s Judge Advocate General’s Corps during the Vietnam era. He is the author of The Litigious Society (Basic Books), winner of the American Bar Association’s top literary prize, the Silver Gavel, and also of A Practical Companion to the Constitution: How the Supreme Court Has Ruled on Issues from Abortion to Zoning (University of California Press), among many other books. He is a long-time letterpress printer and proprietor of The Press at James Pond, a private press, and owner of the historic Kelmscott- Goudy Press, an Albion hand press that was used to print the Kelmscott Press edition of Geoffrey Chaucer’s Canterbury Tales in the 1890s."}],"subjects":[{"id":2,"name":"Business","parent_subject_id":null,"call_number":"HF5001","visible_textbooks_count":144,"url":"https://staging.open.umn.edu/opentextbooks/subjects/business"},{"id":67,"name":"Administrative Law","parent_subject_id":11,"call_number":"K3400","visible_textbooks_count":14,"url":"https://staging.open.umn.edu/opentextbooks/subjects/administrative-law"},{"id":62,"name":"Civil Law","parent_subject_id":11,"call_number":"K623","visible_textbooks_count":26,"url":"https://staging.open.umn.edu/opentextbooks/subjects/law-civil-law"},{"id":68,"name":"Constitutional Law","parent_subject_id":11,"call_number":"K3154","visible_textbooks_count":19,"url":"https://staging.open.umn.edu/opentextbooks/subjects/constitutional-law"},{"id":64,"name":"Contract Law","parent_subject_id":11,"call_number":"K7265","visible_textbooks_count":25,"url":"https://staging.open.umn.edu/opentextbooks/subjects/environmental-law"},{"id":63,"name":"Criminal Law","parent_subject_id":11,"call_number":"KB3790","visible_textbooks_count":20,"url":"https://staging.open.umn.edu/opentextbooks/subjects/criminal-law"},{"id":22,"name":"Marketing","parent_subject_id":2,"call_number":"HF5415","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/marketing"},{"id":11,"name":"Law","parent_subject_id":null,"call_number":"KF385.A4","visible_textbooks_count":99,"url":"https://staging.open.umn.edu/opentextbooks/subjects/law"},{"id":66,"name":"Property Law","parent_subject_id":11,"call_number":"K7200","visible_textbooks_count":22,"url":"https://staging.open.umn.edu/opentextbooks/subjects/property-law"}],"publishers":[{"id":171,"url":"https://saylordotorg.github.io/text_legal-aspects-of-marketing-and-sales/","year":null,"created_at":"2018-09-07T12:22:37.000-05:00","updated_at":"2018-09-07T12:22:37.000-05:00","name":"Saylor Foundation"}],"formats":[{"id":323,"type":"Online","url":"https://saylordotorg.github.io/text_legal-aspects-of-marketing-and-sales/","price":{"cents":0,"currency_iso":"USD"},"isbn":null},{"id":324,"type":"PDF","url":"http://www.saylor.org/site/textbooks/Legal%20Aspects%20of%20Marketing%20and%20Sales.pdf","price":{"cents":0,"currency_iso":"USD"},"isbn":null}],"rating":"4.5","textbook_reviews_count":3,"reviews":[{"id":2979,"first_name":"Joshua","last_name":"Gordon","position":"Woodward Family Foundation Fellow Senior Instructor of Sports Business Director of Minors and Undergraduate Sports Business  Warsaw Sports Marketing Center Undergraduate Program Manager","institution_name":"University of Oregon","comprehensiveness_rating":3,"comprehensiveness_review":"It has a strong coverage for a traditional student studying law in the context of marketing and sales. However, it lacks some of the business contextualization present in some of the publisher driven titles. ","accuracy_rating":5,"accuracy_review":"Clear and correct","relevance_rating":4,"relevance_review":"Legal texts are particularly challenging as key concepts remain but specific statutes and cases change relatively quickly. ","clarity_rating":5,"clarity_review":"The text is clear and well written throughout. ","consistency_rating":5,"consistency_review":"Very cohesive and consistent throughout the text. ","modularity_rating":5,"modularity_review":"Great table of contents and well organized!","organization_rating":5,"organization_review":"Yes, and modularized such that an instructor may choose their own order without much issue. ","interface_rating":5,"interface_review":"No issues with navigation reading the natively online version. ","grammatical_rating":5,"grammatical_review":"Free of noticeable grammatical errors. ","cultural_rating":5,"cultural_review":"It would be nice to add a section on global considerations. ","overall_rating":9,"overall_review":"It could serve as a good text to integrate across other related subjects (such as law and sports business). ","created_at":"2019-06-10T17:41:24.000-05:00","updated_at":"2019-06-10T17:41:24.000-05:00"},{"id":4511,"first_name":"Corey","last_name":"Murphy","position":"Adjunct Instructor","institution_name":"Oregon Institute of Technology","comprehensiveness_rating":4,"comprehensiveness_review":"The text is very thorough and provides a comprehensive introduction to business law itself. The sections on CSR, deceptive acts and practices, the role of the FTC, and so on are very well done and relevant to marketing students.","accuracy_rating":5,"accuracy_review":"As a marketing practitioner with regulatory compliance experience- not an attorney- the content appears accurate and unbiased. I appreciate the inclusion of case excerpts to give students access to and experience reading original case texts.","relevance_rating":3,"relevance_review":"The text should be easy to update. There are several key areas essential to marketing that I believe this text is missing, such as CAN-SPAM, GDPR (and the influence of international legislation on domestic business), CCPA, COPPA, and so on. While these contexts are highly specialized and ever-evolving, I would consider them to be important to include in a text on marketing law. Particularly in the digital realm, much has changed since the last edition of this text.","clarity_rating":5,"clarity_review":"The text is well-written and should be straightforward reading for most college students.","consistency_rating":5,"consistency_review":"The text is very consistent in format and made a clear pathway to presenting the material in a course.","modularity_rating":5,"modularity_review":"The text is highly modular and I found several sections which I can use for specific modules in other courses. Each chapter (and subheading) could stand alone as a useful piece of learning material.","organization_rating":5,"organization_review":"The breakdown is fantastic (which adds to the modularity of the text) and makes sense for marketing in particular.","interface_rating":5,"interface_review":"The text is very traditional in its approach, which I think works for the material. The straightforward approach makes this text excellent for bringing into the classroom in whole or in part, and the text can be supplemented with other content where needed.","grammatical_rating":4,"grammatical_review":"Some of the examples do not use complete sentences, but this may be an editorial choice to use more simple and concise language. This does not detract from the quality of the text.","cultural_rating":5,"cultural_review":"The examples are typical of business law cases and the text is direct and to-the-point. Cultural references are provided in context within the dominant frame of reference of US law.","overall_rating":9,"overall_review":"I wanted to review this text because I believe that legal and regulatory compliance is an often overlooked and understudied area within marketing. This text does a fantastic job of presenting the typical base of business law concepts and expanding on the most relevant parts for marketing professionals. I would like to see more focus on the current regulatory environment, changes in law, and the challenges of keeping the law up-to-date with changes in technology, consumers, and globalization. Overall, this is a fantastic text and I intend to use portions of it in other courses.","created_at":"2021-01-04T13:55:45.000-06:00","updated_at":"2021-01-04T13:55:45.000-06:00"},{"id":33498,"first_name":"Christa","last_name":"Nelson","position":"Assistant Professor Business","institution_name":"Mount Mercy University","comprehensiveness_rating":5,"comprehensiveness_review":"Yes it gives a very good legal foundation then covers topics of interest to marketing and sales. The only topic I think could have been covered more would be the Data Privacy Laws and Consumer Rights Laws.  I think as marketers this is a huge area of concern these days with the amount of data we are collecting during the sales and marketing process.  The web had made the world small and the GDPR and other state regulated laws are something all businesses should consider.","accuracy_rating":5,"accuracy_review":"Typically I notice typos but didn't notice any in this text.  All the links appear to work - I do wish they were coded so that it opened in a new window as apposed to replacing my text in browser, but that is a programming issue not accuracy.  I did not double check any of the legal examples referenced, I trust those are accurate as well as the author is the expert.","relevance_rating":5,"relevance_review":"While laws and regulations are changing but the examples given won't soon go out of style as being relevant.","clarity_rating":5,"clarity_review":"Law is a very dense in relation to most marketing and sales materials, this was not written in a way that a right brain marketer can't grasp the concept or importance of the matter.","consistency_rating":5,"consistency_review":"I appreciate the format of each chapter being consistent with learning objective and takeaways at the end.","modularity_rating":5,"modularity_review":"This is very well done.","organization_rating":5,"organization_review":"Easy to navigate and logical.","interface_rating":4,"interface_review":"There are NO visuals. This could be an area for consideration.  Also the addition of video snippets for each chapter might be nice.","grammatical_rating":5,"grammatical_review":"This book was very well written using formal legal grammar.","cultural_rating":5,"cultural_review":"I appreciated several diverse references.","overall_rating":10,"overall_review":"Thank you for your time and expertise creating this resource.","created_at":"2021-12-01T10:28:20.000-06:00","updated_at":"2021-12-01T10:28:20.000-06:00"}],"url":"https://staging.open.umn.edu/opentextbooks/textbooks/legal-aspects-of-marketing-and-sales","updated_at":"2025-12-15T02:01:57.000-06:00"}],"links":{"self":"https://staging.open.umn.edu/opentextbooks/subjects/marketing.json?page=1","total_pages":3,"total_count":25,"next":"https://staging.open.umn.edu/opentextbooks/subjects/marketing.json?page=2"}}