Marketing Strategy and Management: Second Edition

The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations. It takes an analytical and strategic approach to marketing, providing a framework for the direction and management of the marketing function that will help students make effective marketing decisions.