Marketing Fundamentals provides a comprehensive European perspective on the field, embedded in a global context. Its engaging, lively writing style enhances student learning, geared towards non-native speakers of English.
Including a range of European and global examples - both successes and failures in business, the author introduces readers to key topics including services marketing, B2B marketing and green marketing. With 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter, this textbook brings the subject to life from a global perspective.
- ISBN10 9001818668
- ISBN13 9789001818661
- Publish Date 29 August 2013
- Publish Status Cancelled
- Publish Country NL
- Imprint Wolters-Noordhoff B.V.
- Format Paperback
- Pages 772
- Language English