Rating: 2.5/5
It is a textbook, a lot of foundation and no deep-dive. Even though I bought the latest edition, I find it a bit outdated because it does not explain how data and analytics are used in marketing.
Yes, there is a separate chapter on Marketing analytics. Still, it only spreads for 3-4 pages, and the explanation is very elementary, talking about how analytics will redefine marketing in the future. We all know the WHY, and I am interested in the SO WHAT.
I can see this book used in classrooms only but it has to be incorporated with other readings.
