Analyzing Contemporary Marketing Wired Essay
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163
STUDENT ID#
ANALYZING "CONTEMPORARY MARKETING WIRED"
WITH THE USE OF ADDLER AND VAN DOREN'S "HOW TO READ"
Submitted in Partial Fufillment of the
Course Requirements of
BUS 120 Principles of Marketing
DUE DATE: Thursday, February 5, 1998
PLEASE NOTE: Submittal Time is of the Essence
INSTRUCTOR:
ANALYZING "CONTEMPORARY MARKETING WIRED"
WITH THE USE OF ADDLER & VAN DOREN'S "HOW TO READ"
By Student ID # 163
Instructor: Dr. Thomas A. Maroney
An Abstract of the Summary and Analysis Presented in Partial
Fulfillment of the Requirement for
BUS 120 Principles of Marketing
February 5, 1998
In this paper I will use the methods of Kuhn's "How to Read A Book" in order to correctly analyze and portray Boone & Kurtz "Contemporary Marketing Wired". When using one person's methods in order to analyze another's work, it is very important to understand that the methods are only one persons view of how to correctly analyze the topic. In the brief time that I have to tell about "Contemporary Marketing Wired", I am going to make sure that the key points of the text are addressed. Like in every text, the author does their best to make sure that the reader can remember and comprehend a bulk amount of the material that has just been read. The author also wants the reader to learn from their reading and therefore understand any concepts that they did not know before coming into the subject. After reading the chapter systematic skimming or pre-reading by Addler & Van Doren, I simply used their techniques in order to effectively analyze Boone & Kurtz marketing text.
When it comes to any form of reading, one must understand that reading is now a simple skill to most of the people in the world as long as they have fluency in the particular language. Reading is no longer the struggle for most people in the world today. The ability to be able to tell about the important parts of a text and then analyze the material still puzzles many people though. According to Mortimer J. Adler and Charles Van Doren they emphasize that it is very important to read material in certain levels. When a book is first picked up, a person should ask themselves whether or not the material really deserves analytical reading or not. One of the things that can be done to check and make sure whether the book should be fully read or not is to skim or pre-read the text. The main goal of this is to determine whether the book requires a more delicate and careful reading. Many people may take a book and believe that through skimming they are able to uncover all that the book was worth. That book will then sit in a useless space until one day another individual must read it from cover to cover in order to get the educational value that the author meant for the reader to obtain once finished.
Skimming is certainly an art to many people. For a person that believes that "time is money" and are never going to be seen spending any of their precious time reading a book then this method is perfect for them. It is a useful method as long as the reader only needs to know what the author's main point is and what kind of book has been read. Skimming is a technique that can easily be learned and used in order to acquire as much information as possible on any particular text. There are many people who suggest how to go about using this method. The most well known might just be Addler & Van Doren so therefore I will use their methods out of "How To Read A Book".
Suggestions for Systematic Skimming or Pre-reading:
1). Look at the book and it's title page and, if it has one, look at it's preface.
2). Study the table of contents
3). Check the index
4). Read the publisher's blurb
5). Look at the pivotal chapters to its argument
6). Briefly go from page to page reading a few paragraphs and sometimes several pages in sequence, never more than that.
When I first picked up my marketing text in the bookstore at the University of Maine at Farmington, I instantly could see that the text was marketing based. The text was full of various bright colors just waiting to attract a wondering eye that just might happen to looks it's way. Not only was I amazed at the color of the book but, also the words Contemporary Marketing wired. Those three simple yet complex word instantly put a message in my head that I would certainly be studying marketing this semester. The biggest thing that caught my eye though was the picture of a cable on the front cover of the book. It instantly meant technology to me and with the wavy lines coming out of the cable, I pictured the concepts of marketing spreading throughout the global environment.
As I turned the cover to see what was on the inside of the book, I was in awe at the bright green page that illuminated before me. This page is certainly meant to attract what is on it and I can honestly tell you that it did. As I slowly read down through the pages all that could be seen where measly Internet addresses to some, not to me though. Before me there are vast advertisements for many large companies in our world and therefore a marketing example for Boone & Kurtz. I think of this as almost a marketing experiment in some way or another. I could almost see the authors of this text say to one another, "I wonder how many students will actually look up the webpages of these companies". I can easily answer that one, tons. There is no better place to put advertisements than right in front of a college students nose while they are trying to procrastinate on work that is due. I can honestly say that with Internet access on my computer, that bright green page in my book was just urging me on to try a few of those web addresses that lay there in front of me. The work can wait for later right? Obviously who ever made the decision to put these advertisements in plain view of the reader was very smart. Why not, it must have helped to keep the costs of the text low due to advertising costs.
The next place that I went in order to find out about the book was the preface. I discovered many interesting things in this portion of the text. I found that the Contemporary Marketing text is based around the principles of marketing for the future. Boone & Kurtz has gone "high-tech" and in the process of doing so, I believe that they have defined as well as set the standard of excellence in marketing. As time goes by everything is changing in the world as well as all of the marketing principles that apply. This book is trying to keep students on track through the use on online capabilities so that marketing can be taught and understood into the twenty first century. Through technology and the use of cd-rom and the Internet, Boone & Kurtz will be able to stay on top of the concepts of marketing as they emerge from the business world.
Even though I have never read or seen for that matter any of the previous editions of Contemporary Marketing, I fully believe that the new edition has been enhanced in order to teach marketing to its fullest. Boone & Kurtz have come up with many new ideas that allow for students to use that will keep them up to date on the concepts of marketing. This includes a complex website that can be used for marketing research, computer exercises that can be used to understand the concept of marketing, in text research examples and even the opportunity to interact with the text authors and marketing students that have made all of this technology possible.
After spending a very small amount of time skimming the preface, I have come to the conclusion that this text really does have the ability and resources to guide any student that wants to know more about the modern concepts of marketing. There has certainly been a large amount of work put into the text. Through this, I believe that the business world realizes that marketing is always going to play a large role in business. Due to it playing such a large role in business, corporations are forced to marketing themselves whenever possible in order to achieve a competitive advantage.
The most impressive thing that I came across while going through the minor details at the beginning of the text was the personal message to the student. Upon reading this I was given a feeling that the creators of this text actually did care...
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