Marketing Fundamentals - a Dutch bestseller strikes the right balance between
marketing theory and practice. The book offers a cutting edge review of new
priorities in marketing, as illustrated by a diverse selection of analyses of
world-class companiesa (TM) customer-focused strategies.
This attractively illustrated, full colour edition includes a mix of pan-
European and global examples a both successes and failures in businessa
encompassing the entire field of marketing, including services marketing.
The new a ~Practitionera (TM)s Perspectivesa (TM) and a ~Professora (TM)s
Perspectivesa (TM) in each chapter offer insightful opinions and powerful ideas
on key issues in marketing management. They help bring the marketing
fundamentals to life from a global perspective.
