Marketing: A relationship perspective
- 2nd
- New Jersey World Scientific publishing Co. Inc. 2015
- xvii, 502 p. Includes bibliographical reference and index
Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the ‘new’ relationship approach into the traditional process of developing effective marketing plans.