Principles of Marketing Euro Edition: European Edition

'Beautifully laid out, with an accessible and highly readable style, this new edition has impressive case support to bring the dynamics of modern European marketing vividly into focus. An indispensable text for new and intermediate level students alike' Geoffrey Wootten, International Business School Breda, The Netherlands 'There are few equivalent alternatives to Principles of Marketing when it comes to learning contemporary marketing. In Principles of Marketingthe reader will find the important basics of marketing, but also up-to-date theories and techniques. Even experienced marketers will find some of the new chapters of interest' Thomas Helgesson, Halmstad University, Sweden 'The additions to the second European edition bring the reader up-to-date with the tools available to the modern marketer. It is an enhancement of an already valuable aid to teaching and learning' Stephen Mitchell, Gloucestershire Business School, UK