Negative Positive
Title: a PRACTICAL guide
Review: There are lots of interesting materials in this field, but the Mitchell book is the most useful I've found. My copy is already well-thumbed as it is the main reference source I use when reviewing development plans. The checklist format makes it easy to quickly compare state-of-the-art marketing with our efforts and make sure nothing is left out. In addition to being comprehensive, many of the ideas included are innovative and have caused us to modify our marketing strategies to incorporate more modern techniques.This book can improve any marketing program. I recommend it highly.
Is the review positive or negative? 