Since only the first chapter is free, that is all that is reviewed. At 21 pages, it is a quick read. The handbook takes an active learning approach with embedded exercises throughout. The exercises will stimulate dialogue and are easy to implement. The introductory chapter does not discuss holistic marketing, value proposition, benefits (and difference among features, advantages, and benefits), and competitive advantage. These may be discussed in other chapters. There is no chapter on global marketing, although it may permeate all chapters. The author suggests the handbook is ideal for Principles of Marketing and a great resource for Consumer Behavior, Promotions, and Marketing Strategy. From the limited information, I see its application for Principles but not the others. I do not like that you must purchase the handbook.
Categories (pulldown menus)
Most of the handbook topics are covered in the pull-down menus that offer exercises. The exercises are very basic. Here is a review of “internal marketing environment,” which is 116 words. It is listed under the marketing environment category. I assume students are roleplaying members of a company’s marketing department. Some acknowledgment of strategy being research-driven should be included for both (internal and external) and the macro environment. The micro environment should include company policies, the general public, and government. Teaching notes are provided (43 words). The author recommends using the activity in small groups. What constitutes group size? What are the learning outcomes? The four discussion questions provided would stimulate dialogue and force integration of other concepts. What should instructors focus upon after the exercise? What is the takeaway? Guidance is not provided. The exercise forces students to understand the importance of internal marketing. For that, it is useful. It does not explain how you achieve that. The last question is on SWOT, which reinforces a previously covered topic.
A series of free cases is provided. The Wet ‘n Wild case (from 2013). It is very brief and very limited. The crux of the case is patrons pay for a day at a theme park and can visit for a season. The case discussed that during the summer the waterpark was at full capacity and had to turn away paying customers. It does not discuss how often this occurred or whether customers who were denied entrance did not visit again or renew the following year. There is no financial information about upselling and cross-selling and comparing the two pricing models. Customer satisfaction? The case does broach ethics. Note: There are cases that are longer, although none that I found would be deemed long.