Cunningham, Peggy H Volgorde van de boeken (chronologisch)

The ninth edition of this best-selling classic marketing management text reflects the recent trends and developments in global marketing. The new edition emphasises the importance of teamwork between marketing and all other functions of the business, introduces new perspectives in successful strategic market planning, and presents additional, company examples of creative, market-focused and customer-driven action. new technologies in improving marketing planning and performance.

This edition has been written to present the context and process of marketing and the marketing mix as seen from a European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction and social responsibility.