Advertising Books

This is a must-read book for all marketing professionals and students. It brings the finest articles ever published by great authors like Theodore Levitt and Philip Kotler. Inludes the all-time classic "Marketing Myopia ".

As a marketing consultant and someone who has personally had the privilege to meet and work with Dr. James Hutton, I give my glowing endorsement for a well written and useful marketing manuscript. Dr. Jim Hutton is a professor of Marketing Communications and this book is geared for the classroom. However, business owners and professionals in all industries would do themselves justice by buying and reading this book.

This book remains extremely up to date. The authors envisioned today's marketing transformation that is still happening, six years after publication. Only now the tools needed to follow the author's guidelines are being developed and used by retailers.

Bagozzi's Marketing Management is an excellent resource as a textbook for our undergraduate Marketing Management courses. The textbook's web site is an interesting and useful electronic resource for the distance learner or the virtual student.

I received this book as gift from a fellow statistician about two years ago, since then it was never more than three steps away from the place I was working. I continued to search for other Marketing Research titles, from Amazon and other Web dealers to Chicago libraries and bookstores, I didn't find any other title wich such a clear and up-to-date approach. Of course there other respectfull titles, as ESOMAR's Handbook of Marketing and Opinion Research, but the last is, as the name says, a handbook, presenting all techniques and where to find them (it's perfect if you want to use something and don't know where to look for the article) but it doesn't get into applying the stuff. That's the MARKETING RESEARCH major merit, it get's into applied statistics - it describes a technic and explain in wich analytical context it would fit better. Even in the last chapter: "Additional Data Analysis Techniques" - that was dealing with improvements that had just been added to statistical programs as SPSS, like Segmentation Trees, Neural Networks and Structural Equation Modeling, they were able to discuss each technique in a few pages, without being superficial. Last, but not least, the book also presents lots of output examples, full featured in SPSS, SAS and other major statistical programs.

the book by Tull and Hawkins is perfectly suitable for both practiotioners and students. It is very well structured, keeps a simple language, offers many examples to assist the reader understand the various concepts. Also, it includes sections concerning quantitative and statistical analysis issues in market research presented with simple examples that makes them very friendly to the uninitiated.

That's one of the best books on marketing research with a simple approach. Subtitle reads "An aid to decision making". But not only to decision making but also to everybody who wants a quick understanding of marketing research. The only thing to say the writer is "thank you" as it has such a simple but powerful approach to marketing research. I am teaching marketing for 10 years and this is one of the simplest book I have ever seen on this mattter. Some special chapters on reliability and validity and internet are unique features of this book. You can be a marketing research instructer or a marketing research student, if you want to know marketing research, just get this book !

This is an excellent book for anyone looking for practical information on marketing research. Lots of case studies that illustrate. COmprehensive in that it covers the topics in marketing research well, but organized and presented in a simple, easy to read format. Well-structured. More practical, less conceptual or theoretical... as it's an "applied approach."

Just a great book for beginners. Not only easy to understand but also easy to teach. All marketing research topics are covered with a great skill. Colorful pages makes the book lovable compared to many other serious looking marketing research books.

Marketing to the Mind wonderfully combines marketing/advertising with science to give the reader tangible information to support the book's claims. A staple of any ad/marketing desk.