Synopsis
This textbook combines coverage of the theory of marketing with an emphasis on its practical implementation within European business. The book includes 25 case studies which have been sourced from academics in the UK, Ireland, Sweden, Denmark and the Netherlands. The text contains numerous learning aids including chapter objectives, chapter summaries, study questions and references. There is a case study at the end of each chapter with an extended case at the end of each module.
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Review
"A superbly comprehensive and up-to-date marketing text, presented in a very accessible format. Principles and Practice of Marketing brings marketing theory to life through its use of practical business examples. An essential text for marketing scholars everywhere." Fiona Ellis-Chadwick, Lecturer in Retailing and Marketing, Loughborough University Individual quotes 20031013 "Principles and Practice of Marketing, 4th edition feeds a critical perspective to classic and up-to-date marketing themes. Just what is needed for a young academic student." Dr Piet Pauwels, Department of Marketing, Maastricht University Individual quotes 20031013
From the Publisher
Internet and E-Marketing examples, illustrations and cases throughout the text, with Internet exercises at the end of every chapter.
New increased coverage of Relationship Marketing added to the Marketing Services chapter.
Over 50% of the cases in the text are new or revised - additional case material will be made available on the website.
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Principles and Practice of Marketing
Published by
McGraw-Hill Book Co Ltd, 1995
ISBN 10: 0077079353
ISBN 13: 9780077079352
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Principles and Practice of Marketing
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ISBN 10: 0077079353
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