Marketing Management offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organisation as well as for the organisation itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organisation. Written by three eminent professors, this book has a truly European perspective and is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter 'Toolbox' sections.

Author Biography

PIERRE-LOUIS DUBOIS is Professor at Universit? Panth?on-Assas Paris, France, founding Editor of the journal Recherches et Applications en Marketing and a consultant to major companies. ALAIN JOLIBERT is Professor of Marketing at Universit? Pierre Mendes, Grenoble, France, a leading figure in the Association Fran?aise de Marketing and Editor of the French journal Recherches et Applications en Marketing. HANS M HLBACHER is Professor of Business Administration at Leopold-Franzens-University, Innsbruck, Austria. He has been Visiting Professor at many institutions in Fra