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—and adds:

• A structure designed specifically to
  fit the way the course is taught in
  Europe.
  
• Fresh European examples which make
  students feel at home.
  
• The inclusion of the work of
  prominent European academics.
  
• A focus on the digital challenges for
  marketers.
  
• An emphasis on the importance of
  creative thinking and its
  contribution to marketing practice.
  
• New in-depth case studies, each of
  which integrates one of the major
  parts in the book.

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

A key text for both undergraduate and postgraduate marketing programmes.