Eight years after the first edition was published, this "standard marketing textbook," beloved by over 150,000 people, has been significantly revised.
The latest theories and case studies, including brand strategy, research, and industrial goods marketing, have been added.
This book has three main features: 1. It covers the essence of what you'll learn in an MBA marketing course. 2. It is structured so that you can master all the essential theory in a step-by-step manner, from basic to applied. 3. It is packed with real-world case studies that can be immediately applied to your everyday business.
