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CHOICE Review

The subject matter of Reverse Marketing falls into the general category of purchasing or procurement rather than marketing. However, authors Leenders (University of Western Ontario) and Blenkhorn (Wilfrid Laurier University) suggest that enlightened purchasing agents should employ marketing techniques in developing sources of supply, raising the traditional concept of purchasing to a new status. The concept of utilizing a creative, aggressive approach such as marketing to obtain supplies is not new, but a thorough delineation of that approach in a full-length work appears to be unique. A more traditional and comprehensive approach to purchasing can be found in sources such as Stuart F. Heinritz and Paul V. Farrell, Purchasing: Principles and Applications (7th ed., 1986). Although not a complete treatment of procurement, Leenders and Blenkhorn's volume provides comprehensive coverage of this innovative concept and includes numerous examples of achieving better quality supplies at lower cost through reverse marketing. Contains diagrams, chapter summaries, and limited references for further study. This readable book is recommended as a supplement to standard purchasing texts. It can be read with profit by anyone interested in the broader aspects of business management. Community college through graduate-level collections.-W.C. Struning, Seton Hall University