Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation are among the topics covered in this book.

Provides a concise and accessible introduction to marketing. The third edition retains it authoritative presentation of marketing theory, and also offers the reader a rich variety of examples and applications illustrating the major decisions that marketing management faces. S. Adam from Deakin Uni, L. Brown from UTS, NSW.

Cases om bl.a. Polo Mints, Virgin Atlantic Airways, Nivea Sun, Marks & Spencer, IKEA, og Carlsberg Ice Beer.

The goal of Principles of Marketing, Fifth Edition, is to introduce people to the fascinating world of modern marketing in an innovative, practical and enjoyable way. Like any good marketer, we're out to create more value for you, our customer. We have perused every page, table, figure, fact and example in an effort to make this the best text from which to learn about and teach marketing.

'This is a splendidly fresh and clear account of the main political events in England between the Norman Conquest and King John's Magna Carta.' Michael Clanchy FBA, Emeritus Professor of Medieval History at the Institute of Historical Research, University of London 'Lucid and perceptive, striking an effective balance between primary andsecondary authorities, Huscroft's book is both a significant statementin its own right and an ideal introduction to other work in the field.' Professor David Carpenter, Kings College London 'Ruling England' is about the exercise of political power in England at a time of formative change in the country's history. Framed at one end by the Norman Conquest and at another by Magna Carta, it describes what happened, why and with what consequences in politics, government, law and the church. It analyses developments from a royal perspective and focuses on the policies and priorities of the English kings, the limitations of the political system within which they operated, and the efforts they made to expand their power. It explains how the ruler of the most sophisticated kingdom in twelfth century Europe was eventually compelled to submit to the humiliation