Marketing: A Global Perspective

Marketing: A Global Perspective is the much-anticipated EMEA edition of Grondslagen van de Marketing, the market leader in the Netherlands for over 25 years. In this bestseller, Dr Bronis Verhage strikes the right balance between marketing theory and practice.

The text features perspectives from Europe, the Middle East, Africa and the wider world, embedded in a global context, offering a cutting-edge review of new priorities in marketing, as illustrated by a diverse selection of analyses of world-class companies customer-focused strategies.

This attractively-illustrated, full-colour edition includes a range of case vignettes assessing small and medium-sized enterprises and large global corporations such as LOral, Philips and Google, encompassing the entire field of marketing, including services marketing, B2B and green marketing.