Principles of marketing : European editionUpplaga 2

Full colour text revised in parallel with the US 8/e. KASW is a comprehensive, broad-based and challenging introductory text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. Illustrative examples and cases are drawn not only from Europe, but from North America, Southeast Asia and Africa, and cover a broad range of products and services. Parts 1-3 of the text cover the context of marketing and strategic issues, and are followed in parts 4-7 by coverage of the four marketing mix elements. Extensive market research for this new edition resulted in three main areas for revision, with the overall objective of retaining the strengths and rigour of the 1e while making it more appealing/suitable for lower-level institutions/courses: *Improved signposting and navigation within chapters to highlight core/basic material. *Reduce density of text narrative and design, so improving digestion/accessibility of text. *Improved consistency, flexibility and level/range of case material/questions and assessment material.