This textbook was considered an essential on my BSc Economics and Management course for the Marketing module. I read the first chapter and never touched it again.
The book is monotonous and boring making it a hard read, especially when it has almost no link to the major learning points of marketing. I was never really interested in marketing but I had nothing against it, after reading just the first chapter of this book I never want to go near it again.
The book is huge, so you would imagine it contains a lot of information, however it goes into the most miniscule detail about useless facts, eg it uses around 4 pages to describe what a consumer is. There are very few interesting examples given and much less focus on many marketing activities such as advertising.
I would not by any means recommend this book, especially at the price it is being sold. As an alternative there was a book called Essential Guide to Marketing Planning by Marian Burk Wood that I got bundled with this book. I found this very interesting and far more useful.