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Title: Tired, sloppy rendition
Review: This book covers some pretty tired terrain in Marketing -- providing value for consumers. The delivery is dry and the examples are old. It would have helped if at least one of the authors had either some business experience or provided some academic insights. As it lies, it's obvious that the authors have little or none of the former and lack academic rigor as well: for example, several of the concepts appear poorly defined. It's clear from amazon.com's popularity/sales index that the book is used at the University of Tennessee, Knoxville (where the second author serves as director of the MBA program); it's equally obvious that this book is unknown and unheralded any where else.
