Principles of Marketing

Master today's key marketing concepts and create vibrant, interactive communities of consumers. Principles of Marketing, 8th European Edition, covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world. Ideal for undergraduate and postgraduate marketing programmes, this textbook examines the traditional aspects of marketing and blends them with contemporary concepts. This new edition has been extensively revised, packed with new examples and features to support your understanding and help you understand how to create value and build customer relationships.