The classic Marketing Management is an undisputed global best-seller – an encyclopaedia of marketing considered by many as the authoritative book on the subject. Lire la suite
This third 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.