Principles of Marketing - AND Marketing Generic OCC PIN Card (European edition)

Principles of Marketing, 3e provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing.

It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix.

Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context.

Illustrative examples and case studies are drawn from across Europe and around the world.