Principles of Marketing

This is the third edition of this well respected and widely adopted Principles of Marketing. It has been fully revised and updated to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasizes implementation and application through highlighted examples, vignettes and case studies based on a wide variety of national and international organizations and brands. The text is written from a European perspective and with a wide European orientation in the examples, vignettes and cases. The text is accompanied by a companion web-site with revision material and learning aids for students and teaching aids for lecturers. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.