Publisher's Synopsis
Ranked among the best marketing management books in the world by Domendos.com
This updated and extended 3rd edition of this bestseller, chosen by Domendos.com as one of the best marketing management books in the world, provides a comprehensive introduction to marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in marketing - in all aspects. The most important theoretical aspects are explained in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations. In addition, the book not only integrates all relevant aspects of strategic and operative marketing, but also structures them using the marketing management process in such a way that both students and practitioners get a comprehensive and holistic overview of how everything fits together. Consequently, this textbook continues to set a benchmark for achievement in marketing and strategic marketing management guides.
'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.'
Christoph Schweizer, Managing Director, TraveKom GmbH
'This exciting textbook provides a concise introduction to the theory and practice of Marketing in the 21st century. It is systematically structured according to the marketing management process and written in a clear, lively and practical style. Highly recommended to marketing students, educators and marketing managers everywhere.'
Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany
The authors
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.
Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
