Principles of Marketing: European Edition

Philip Kotler, Prof Veronica Wong, Prof John Saunders, Gary Armstrong

ISBN 10: 0273684566 / ISBN 13: 9780273684565

Editore: Financial Times/ Prentice Hall 30/11/2004, 2004

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Dati bibliografici

• Titolo: Principles of Marketing: European Edition
• Editore: Financial Times/ Prentice Hall 30/11/2004
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 0273684566
• ISBN 13: 9780273684565
• Rilegatura: Brossura
• Edizione: quarta edizione
• Condizione: Very Good

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Riassunto

Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition "has changed to reflect marketing's ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.

Dalla quarta di copertina

'Any marketing student should have knowledge of this great version of Kotler’s classic Principles of Marketing book.' Even Lanseng, Norges Landbrukshogskole, Norway

Classic and authoritative, Principles of Marketing, Fourth European Edition remains on the cutting edge of contemporary marketing.

Kotler, Wong, Saunders and Armstrong have delivered a fresh, practical, managerial approach to the subject.  Top gurus in their field, the team brings to this new edition great features and content, which include:

• Rich topical examples and applications explain the major decisions marketing managers face
• Completely revised and updated Prelude Cases, Marketing Insights and Concluding Concept cases that reflect the growing influence of e-commerce
• Enhanced full colour adverts, tables and figures highlight key ideas and marketing strategies

'Principles of Marketing provides an excellent all-round introduction to the subject.' Deborah Anderson, Kingston University, UK

A comprehensive Companion Website, containing a wealth of teaching material for instructors and learning materials for students, is available at www.booksites.net/kotler.  Completely updated, this site boasts great additions, such as more case studies, more multiple choice questions, and sample answers to the questions from the Marketing in Practice DVD.

'Comprehensive and authoritative, but a pleasure to read – an uncommon combination!' Sveinn Eldon, Arcada Polytechnic, Finland

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.

Veronica Wong is Professor of Marketing and Head of the Marketing Group at Aston Business School.

John Saunders is Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University.

Gary Armstrong is Professor and Chair of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.