Fundamentals of Marketing; Marketing: The Basics
Published February 21st 2007 by Routledge
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the...
Published December 21st 2006 by Routledge
A European Perspective
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:...
Published April 15th 2004 by Routledge