Joanne Scheff Bernstein

Kotler and Scheff have managed to write a textbook that is relevant, well-organized AND interesting! While the style is characteristically dry, the prose is peppered with plenty of real-life case studies that help elucidate both the marketing concepts themselves and the application thereof. The chapters are helpfully broken into sub-categories which makes for easy note-taking and comprehension. I can see why this has been the Arts Marketing bible for so long. The only thing we need is an updated version with more intense focus on internet marketing, etc.… (más)