Taking Sides: Clashing Views on Controversial Issues in Marketing

By Abhijit Roy and Bart Macchiette

This debate style reader is designed to introduce students to controversies in marketing. The readings, which represent the arguments of leading business professionals and marketing researchers,... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0072384492
• ISBN13: 9780072384499
• Release Date: August 2000
• Publisher: McGraw-Hill/Dushkin
• Length: 400 Pages
• Weight: 1.15 lbs.
• Dimensions: 9.2" x 0.6" x 6.0"

Customer Reviews

Which side are you on?

This book presents opposing (sometimes even clashing) perspectives on many current issues in marketing. As a beginner marketing student I find this book tremendously helpful in gaining an understanding of marketing fundamentals and an awareness of what is appropriately or inappropriately being marketed to us all on a daily basis. YOU decide which side you are on after reading the issues. This is an excellent format and a well written book.

An Excellent Survey of Contemporary Issues in Marketing

As a graduate student in business, I feel that this book should be an essential part of any marketing curriculum. Its format is nicely laid out by the authors in a way that encapsulates the most controversial issues in marketing today. Each issue is accompanied by articles which come from the best-known authorities in the marketing game. The best part of the book is that both sides of each issue are presented in equal proportion and there is no apparent bias by the authors. The topics are current, interesting, and thought-provoking. This is the best text I have seen in marketing in some time and I give my resounding recommendation.

Taking Sides: Clashing Views on Controversial Issues in Mark

This book is presented in a debate style with pro and con articles written about 20 current Marketing Issues.I found the issues to be particularly relevent to today's market, several of the issues address the affect of the Internet on Traditional Marketing.The authors have done a great job of finding articles which address one side and one side only of the issue. I find this much more enjoyable to read.Some of the issues debated include: Is the traditional method of creating Brand Loyalty dying (because of the internet), should alchohol marketing be further regulated, should advertising in schools be prohibited, etc.