Marketing: An Introduction, European Edition, 4th Edition is a comprehensive guide that illuminates the essential principles of modern marketing. Authored by Michael Harker and Ross Brennan and published by Pearson Education Limited in 2019, this textbook offers a robust blend of theory and practical application to help you grasp the core marketing concepts. Designed with both undergraduate and postgraduate students in mind - as well as marketing professionals - this edition presents a clear overview of critical themes such as creating genuine customer value, building and managing strong brands, effectively measuring return on investment, and harnessing digital marketing technologies. Numerous case studies drawn from European contexts provide concrete examples that bridge the gap between academic theory and real-world practice. With its updated content reflecting current trends, Marketing: An Introduction ensures that readers acquire timely insights and strategies essential for navigating the dynamic landscape of marketing today.
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