Contemporary Marketing Review

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Contemporary Marketing Review"They wanted to write a book that wasn't an encyclopedia." So says the authors, and boy did they fail.
This book attempts to cover WAY too much material in its 650 odd pages. Here's an example from someone whose field is economics. In less than two pages this book introduces the following:
variable cost, average total cost, marginal cost, fixed costs, price elasticity, determinants of elasticity (which they absolutely botch), and optimal output via merger of Marginal Revenue and Marginal Cost (with the four curves associated therein all plotted at once). WOW! Who knew that economics was so easy? Two pages to explain what most economic textbooks can't do in less than two full chapters. Most chapters run around twenty-five to twenty-eight or so pages in length and introduce somewhere around forty new vocabulary terms each; an astonishing amount of slam-and-jam style learning.
This book needs one of two things to happen: either it needs to double in length in order to discuss the truck loads of terminology it deems necessary to learn marketing; or it needs to focus on far fewer topics.Contemporary Marketing Overview

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