EAN: 9780077146047

MARKETING MANAGEMENT - CHRISTIAN HOMBURG SABINE...

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing
from some of the leading researchers in Europe. The book offers students and practitioners the
comprehensive coverage they need to make the right decisions to create and implement highly
successful marketing strategies. This exciting new edition includes updated cases and combines
scholarly international research with relevant and contemporary examples from markets and
brands across the world. The authors combine their experience as researchers and industry
consultants to provide the conceptual and theoretical underpinning of marketing and empirical
research  helping students to understand how marketing concepts can be applied and implemented.
The book covers a full range of industries including business-to-customer  business-to-business
services marketing  retailing and international marketing from companies around the globe.

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