The book "Assessment of Marketing Mix Strategies" by Yibeltal Nigussie Ayele offers a comprehensive analysis of marketing strategies within the context of the Ethiopian clothing industry. It highlights the development of traditional clothing production in Ethiopia, which is deeply rooted in the national culture, and describes the transformation towards industrialized production. The author examines the role of both state and private enterprises in the clothing industry and analyzes the impact of market liberalization on the sector. By considering historical and current developments, the book provides valuable insights into the challenges and opportunities arising from the application of various marketing strategies. It is aimed at professionals, students, and anyone interested in the dynamics of the clothing industry in Ethiopia.