All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.
'This second European edition continues to provide the theoretical framework of the classic Marketing Managementtext, but is supplemented and updated with seminal contributions from Europe and a large number of cases have been skilfully selected to make European students feel at home.'
Professor Evert Gummesson, Stockholm University School of Business, Sweden.
The classic Marketing Management is an undisputed global best-seller – a bible of Marketing. This second European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book - and adds:
This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.
A key text for both undergraduate and postgraduate marketing programmes.