Marketing Fundamentals provides a comprehensive European perspective on the field, embedded in a global context. Its engaging, lively writing style enhances student learning, geared towards non-native speakers of English. Including a range of European and global examples - both successes and failures in business, the author introduces readers to key topics including services marketing, B2B marketing and green marketing. With 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter, this textbook brings the subject to life from a global perspective.