Some readers recommend it as an introduction to Marketing, (sounds like ..."What is marketing", "why do we need marketing", "who do the marketing", etc...). I don't agree, it talks about results rather than processes. You'd better have some basic concepts on marketing, and to think yourself why those approaches in such circumstances would make the industry success. of course, the author had given out some clues for their strategic decisions, you must, analysis and do research to find out the truth behind.
Or, I should say, it's not a good book as "introduction to marketing", but it's an interesting material to "bring" you to the marketing world.
And I like the conclusion, emphases the correct attitude to run a business....Continua