Marketing Fundamentals - a Dutch bestseller - strikes the right balance between marketing theory and practice. The book offers a cutting edge review of new priorities in marketing, as illustrated by the diverse selection of analyses of world-class companies' customer-focused strategies.
This attractively illustrated, full colour edition includes a mix of European and global examples -both successes and failures in business - encompassing the entire field of marketing, including services marketing.
The new 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter offer insightful opinions and powerful ideas on key issues in marketing management. They help bring the fundamentals of marketing from a global perspective to life.
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