BACHELOR OF BUSINESS (INTERNATIONAL BUSINESS) WITH HONOURS

This textbook combines coverage of the theory of marketing with an emphasis on its practical implementation within European business. The book includes 25 case studies which have been sourced from academics in the UK, Ireland, Sweden, Denmark and the Netherlands.

With global examples and completely up-to-date with the latest marketing techniques, 'Principles of Marketing' looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.