Description: The theories. The relevance. The reality. The complete package of book and online resources to explain and illustrate how marketing really works.
Review Quotes: "A comprehensive introductory text that provides students with fundamental theoretical principals of marketing. The theory is well explained and illustrated throughout by relevant examples."
-- Denise Daniels, Newcastle University"An excellent introduction to marketing from a managerial and academic perspective. Engages students with the right balance between theory and marketing practice." -- Wybe Popma, Brighton Business School