Contemporary Marketing Management equips corporate, researchers and students of Management and Commerce with the concepts and frameworks needed to make better Marketing decisions. The goal of this book is to reflect the dynamism and intellectual rigor of this fast developing field of Marketing Management and it takes into account the latest issues that companies face to day.
Contemporary Marketing Management analysis endeavors to be both rigorous and relevant. While embodying the latest thinking in the Marketing Management field, it aims to be accessible to students from different backgrounds and with varying levels of experience. This book achieves this accessibility by combining clarity of exposition, concentration on the fundamentals of value creation, and an emphasis on practicality. This first edition maintains the book focus on the essential tasks of Marketing, identifying the purpose of Marketing Mix and formulating and implementing a strategy that exploits these sources of superior performance.