Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financi

This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering t

The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective.

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Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationshi