MARKETING: THE THEORIES

This international edition of Marketing is the complete package for studying the theories, the relevance, and the realities of this fascinating and fast-paced subject.
* The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights featuring companies as diverse as L'Oréal, Groupon, and EY, as well as SMEs, not-for-profits, and social enterprises.
* Chapter opening Case Insights pose real-life dilemmas and show students how practitioners approach real-world problems.
* New coverage presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.
* Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.
* A new casebook, unique to the international edition, gives students even more examples of marketing in action.