Marketing management. A contemporary perspective

This book offers a fresh perspective on marketing, drawing insights from leading European researchers. It equips students and practitioners with the comprehensive knowledge necessary for making informed decisions and implementing successful marketing strategies. By blending scholarly international research with contemporary examples from global markets and brands, the authors leverage their expertise as researchers and industry consultants to present both theoretical foundations and empirical research. This approach aids students in understanding the practical application of marketing concepts. Covering a wide array of industries—including business-to-customer, business-to-business, services marketing, retailing, and international marketing—the book serves as an authoritative exploration of contemporary marketing challenges. It is a meticulously crafted resource designed to address the complexities of successful marketing implementation. Combining the best elements of a reference and a textbook, it effectively integrates essential marketing concepts with practical applications, making it an invaluable resource for both marketing students and professionals.