All the accessibility, theoretical rigour and managerial relevance of the global best-seller Marketing Management plus European structure, European examples, the work of European academics and bespoke online resources.
Cunningham, Peggy H Book order (chronological)
Principles of Marketing, Third European Edition provides an introduction to modern marketing. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world.