Marketing Management: European Edition

The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students.FeaturesAll chapters provide a European focus and include illustrations drawn from European companies.The text argues the case for marketing management in Europe and explores its practice through the use of the expanded 7P marketing mix.The aim of marketing management is the provision of customer-perceived value offerings to both consumer and business-to-business customers . The product and service dominant logics are explored in this capacity.Modern technological developments have provided marketing management with an array of tools including Information Communication Technology and several digital advances that have revolutionised market research, product and service development, supply and communication practice.As marketing management becomes more evident in Europe there is a need to make sure that marketing initiatives are both effective and efficient. The text devotes a whole chapter to explore marketing metrics.To compliment the use of digital technologies the book provides a window into the increasing use of creative marketing techniques as companies seek to develop and sustain innovatory products/services and processes.A selection of topic templates including formats to encourage readers to practice drawing up marketing plans are also included. A set of European videos, case studies and exercises are featured to help readers bridge the gap between knowledge and practice.
Author: Hansen, Torben

Publisher: Prentice Hall

Binding: Paperback

Language: English

ISBN-10: 0273718568

ISBN-13: 9780273718567