Marketing Management

The classic Marketing Management is an undisputed global best-seller - an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book.

PART 1 UNDERSTANDING MARKETING MANAGEMENT

Chapter 1 Introduction to marketing
Chapter 2 Understanding marketing management within a global context
Chapter 3 Developing marketing strategies and plans
Chapter 4 Managing digital technology in marketing