The question has been asked whether Bus 360 students should or shouldn’t read the book “What is Marketing” by Alvin Silk.   This question could surely be answered either way in a convincing manner, but in my opinion it is a helpful introduction to Marketing and therefore makes sense for Bus 360 students to read it.  The ease with which the text reads, coupled with its fantastic price make it a great pick for a introductory class.

All Marketing students need a book that teaches the fundamentals of Marketing even if many of these ideas are now outdated and seem like they wouldn’t be used in a real world job.  Just like all other subjects we learn in school, to truly understand the more complex issues that will be a part of a marketer’s job, you need to understand the ideas behind it, and why they are viewed to work.  Even if Marketing has moved away from the old traditional implementations, the reasons that advertising works are fundamentally the same.   While it is true that this book doesn’t touch on everything including many of the new marketing techniques, a book that did cover everything would be too much to use in a single semester anyway.  Bus 360 is called Intro to Marketing for a reason, no one is expected to be able to go out and have a successful career in Marketing after only taking this course.

Some might argue that while what I have said so far is true, not everyone is Bus 360 is a Marketing student.  I actually believe that makes my point even stronger.  There is no expectation in Bus 360 that the minutia of Marketing will be covered.  Ever Business student needs an understanding of the basic ideas in Marketing, and this book will deliver the goods.  Several other classes make reference to marketing terms, and if students only read books like “Buying In” they might be missing this vital information.  I actually had this come up earlier in the semester and I really wish I had gotten to read the books in the opposite order so that I would have already understood the terms my teacher in Organizational Behavior was referencing.

Because Bus 360 isn’t just for Marketing majors the fact that this book is so easy to read is another great selling point.  Without any prior experience or knowledge of Marketing a student can read this book and not get confused or lost in too many technical terms.   “What is Marketing” is structured like an outline, making it easy to follow along with the progression of ideas, as well as great as a reference material.   Not only do I think it is a good read for Bus 360 students, but I feel like people will be able to put it on their bookshelf and reference back to later in their schooling, or even in their careers.

The final, and perhaps most compelling reason I see for picking this book over other Marketing textbooks in the great price.  I got my copy from Amazon.com for $14.  I don’t think it cost much more in the student book store.  I have several books this semester that cost well over $100, my most expensive coming in at $140.  I have never understood why textbooks cost so much, but I guess that is a subject for another paper.  I do feel like students are facing an ever increasing financial burden in their pursuit of higher education, and whenever there is a chance for quality material at an affordable price I think it should be grabbed.

I feel that reading this book has given me a better understanding of the basics of Marketing and what Marketers do.  While “Buying In” gave me a look at what is changing in the world of Marketing, it didn’t really give anything as the comparison.  I feel like now I have a platform of knowledge on which I can build in further classes, or take parts and apply them to whatever I decide to do in the business world.  I would definitely recommend it to teachers of Bus 360 as a good starting point.