Could have been named "Marketing for Dummies"…

It contains many of the right headings, and have some short explanations of what they entails, but lack utterly any discussion in depth or any of the promised practical advise for executing practical Market Planning.

Nice and funny pictures, but you get the feeling the authors are more interested in selling their own course, than allow you to really learn anything from this book. Of course, certain things, like Channels, are not existing within the confines of the book, which make any proposed value from any course, very dubious. While they try to position themselves as experts, the result is pretty discouraging, even though it is a good beginners book (but not further than that).

In short, there exists better books, but it is an easy read.