Kellogg on Marketing

Rating:
Summary: Insightful at times, but uneven in execution
Review: I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.

I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.

Rating:
Summary: Insightful at times, but uneven in execution
Review: I realize the authors are among the top thinkers in their field. Their brilliance shines through on page after page of this book. However, some chapters are too basic, while others are clearly watered down versions of seriously advanced academic writing, leaving the reader at times bewildered and at others aching for more depth. Of course, your own training may affect which is which.

I recommend the book for anyone with a basic to intermediate marketing background, looking to flesh out his or her understanding of the practice. More advanced readers will find nuggets here and there, but mostly will cover familiar ground. I do have to say there is enough depth and new insights that even the long time professional marketer will find something new to consider. Beginners start elsewhere.

Rating:
Summary: It's about time
Review: It's about time that the #1 Marketing Department in the world actually got their say, and they do it here. This book leverages both the established wisdom of the department (Phil Kotler, Lou Stern, etc.) as well as some of the best thinkers in the area of consumer behavior. If you want a comprehensive, current perspective on marketing, look no further. Kellogg on Marketing delivers the goods.

Rating:
Summary: Great but Uneven Content
Review: Kellogg on Marketing consists some excellent essays in various aspect of Marketing, but I find the content of the essays uneven. There are overlapping in topic discussed and there are also essays that are obviously abstract version of academic research. Despite the less than perfect execution, the book should be valuable and enjoyable to readers with various level of knowledge/interest in marketing.

Rating:
Summary: It's great, but not enough.
Review: This book is definitely one of the best Marketing books I have ever read. But it's still not good enough. Some chapters are too simplified for students majoring in Marketing, especially in advanced education, such as master or doctoral degree. On the other side, this book could be a very nice one for a newbie in Marketing field. You can clarify some important concepts through reading. I strongly recommend it to students in undergrudate degree, managers of business, but not to students in advanced education.

Rating:
Summary: A must for anyone in marketing!
Review: This book is sure to be the new marketing bible. Filled with not only the basics of marketing principles--but insight into where marketing/sales/advertising are crossing the lines in the new economy. As a Senior marketing professional who did not get their MBA, I can say that this book will have a useful life on my bookshelf.