Marketing Management: A Contemporary Perspective offers a fresh look at marketing from leading researchers in Europe. The book provides students and practitioners with comprehensive information to make informed decisions about creating and implementing successful marketing strategies. This exciting new edition includes updated case studies and combines scientific international research with relevant examples from markets and brands worldwide. The authors draw on their experience as researchers and industry consultants to convey the conceptual and theoretical foundations of marketing as well as empirical research, helping students understand how marketing concepts can be applied and implemented. The book covers a wide range of industries, including business-to-consumer, business-to-business, service marketing, retail, and international marketing.