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Title: A very dull read
Review: Marketing managers keen to improve sales should steer well clear of this tedious volume. The book consists of a long trudge through business-to-business marketing theory and then a section of "mini-cases" designed somehow to amplify the points made in the first part.The author is an academic, and his sympathies appear to lie with the North European IMP movement. But it's not at all clear what practical advice this group has to offer the business world (besides banalities such as customer relationships are important).Without mentioning him, this book provides ample evidence for the fact that Kotler dominates practical marketing theory. Until the IMP group cuts the jargon and starts to address the needs of the practising marketing executive, then it, and books like this, can safely be ignored.
