Marketing Fundamentals is the European edition of Grondslagen van de marketing. This book offers a European perspective on marketing, embedded in a global context. Relevant topics in marketing are illustrated by a diverse selection of analyses of both successes and failures in marketing strategies, including service marketing, B2B marketing and green marketing. The 'Practitioner's Perspectives' and 'Professor's Perspectives' in each chapter provide insightful opinions and ideas on key issues in marketing management. The engaging, accessible writing style will appeal to non-native speakers of English as well.