Contemporary Strategic Marketing (Paperback, 2nd ed. 2007)

An extremely fluent and effective text designed to be a complete resource for single semester courses, this book has a unique combination of text, case studies and readings--as well as a comprehensive companion website, new for this edition. The emphasis is on practicality: the text encourages the student to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field.