The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
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PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING
Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
This classic text has been refreshed and remodelled to create a lively and exciting first edition that is perfect for European students. Marketing answers key questions that face the subject in the 21st century, such as:
· Can marketing adapt to the challenges and opportunities presented by Second Life and new online virtual worlds?
· How is the marketing of Marks & Spencer being shaped by concerns over sustainability and the environment?
· What do companies such as Volkswagen need to do to break into the increasingly important car markets of the Far East?
Once on the open road, you will be guided through the core ideas, processes and issues that underpin marketing today. Your learning experience will flow seamlessly between the book and the online environment, which includes multiple-choice quizzes, video clips, podcasts, web activities, interactive games, and much more.
LET’S GO – YOUR JOURNEY STARTS HERE!
'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'
Caroline Miller, Keele University
'In this European edition of Kotler and Armstrong's text, the authors have provided a great book that introduces students to the fascinating yet challenging world of marketing. The book is interspersed with interesting short case studies that significantly increase its relevance for European students and scholars alike.'
Jaya S Akunuri, University of East London
'Marketing provides a sound basis upon which students can build a good understanding of marketing within a European context. A comprehensive update that will enable students to benefit from the authors' expertise.'
Peter Williams, Leeds Metropolitan University
'The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.'
Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands
Ross Brennan is Reader in Marketing at Middlesex University Business School. Michael Harker is Lecturer in Marketing at University of Strathclyde Business School.About the Author:
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Ross Brennan is Reader in Marketing at the University of Hertfordshire Business School Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Pearson, 2012. Paperback. Condizione libro: Good. A few small marks to the page edges. Minor Shelfwear. Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Codice libro della libreria mon0007072007
Descrizione libro Paperback. Condizione libro: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice libro della libreria GOR004415089
Descrizione libro Paperback. Condizione libro: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Codice libro della libreria GOR004869226
Descrizione libro Pearson, 2012. Paperback. Condizione libro: Good. Sent within 24 hours. Expedited UK delivery available. Second edition. Codice libro della libreria BBI2176566
Descrizione libro Pearson Education, Limited. Condizione libro: Good. May contain minimal notes added by highlighter and/or pen and may be slightly damaged. Dispatch Same Working Day, (Delivery 2-4 business days, Courier For Heavy/Expensive Items) Money Back Guarantee. Codice libro della libreria 43033434
Descrizione libro Pearson Education, Limited. Condizione libro: Very Good. Dispatch Same Working Day, (Delivery 2-4 business days, Courier For Heavy/Expensive Items) Money Back Guarantee, Prompt Customer Service. Codice libro della libreria 42992884