Principles of Marketing is the highly successful European adaptation of Kotler and Armstrong, one of the world's leading and most authoritative marketing textbooks.
The text takes a practical and managerial approach to marketing. 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.
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Principles of Marketing
Sixth European Edition
Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy
The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for you by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.
To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
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.
Lloyd C. Harris is currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson.
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This product is the book alone, and does NOT come with access to MyMarketingLab.
This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.
You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymktlab.com
The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.
- Mini-simulations - challenge yourself to make marketing decisions and see the impact of your choices.
- Explore the subject further with podcasts, bulletins and relevant website feeds.
- Video cases - test your knowledge and apply theory to real-life companies with video cases features top executives from a wide range of companies
- Revise for your exams using additional resources. Access an eText version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
