'With its central focus on value creation and competitive positioning, this book is a welcome addition to the growing literature on marketing management which sees Marketing as a process rather than simply a business function. Backing up the principles discussed with a clear tool kit of techniques to aid implementation, together with a wealth of up to date examples, it will be of immense use to students and marketing practitioners alike.' - Professor Graham Hooley, former Senior Pro Vice Chanceller, Aston University, UK 'Marketing Management is a comprehensive text book covering an impressive variety of both, substantive and methodological facets in this field. Its structure and use of tables, figures, spotlights and toolboxes make it special in comparison with alternative text books. I recommend the book in particular for Master level courses targeted at an intercultural audience.' - Udo Wagner, University of Vienna, Austria 'This textbook is a very rich and highly recommendable source for master students to learn in detail about all facets in marketing.' - Bernd Skiera, University of Frankfurt, Germany
