The fourth edition of BASIC MARKETING retains the strengths that made earlier editions the most widely praised and highly regarded European marketing textbook. The newest edition incorporates the latest thinking on issues like building the customer-driven company while underpinning its analysis with the best contemporary research. The fundamental assumption of BASIC MARKETING is that the interplay of academic and practical knowledge holds the key to understanding and applying marketing techniques. The book integrates a host of relevant illustrations and the best US, European and other research with probably the largest and most diverse selection of cases available in a European textbook on marketing. The new edition reinforces the international, especially European, features introduced in earlier editions while greatly expanding its coverage of strategy and development. Particular attention is paid to the challenge of implementing policy in a rapidly changing market-place....