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Principles of Marketing

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Principles of Marketing

Principles of Marketing

954 pages, parution le 15/12/2004 (4eme édition)

Résumé

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.pearsoned.co.uk/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

L'auteur Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

Autres livres de Philip Kotler

L'auteur Veronica Wong

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

L'auteur John Saunders

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

L'auteur Gary Armstrong

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

Autres livres de Gary Armstrong

Sommaire

  • Guided tour
  • Guided tour: student resources on the website
  • Preface
  • Acknowledgements
  • About the authors
  • Marketing now
  • The marketing setting
  • Markets
  • Core strategy
  • Product
  • Price
  • Promotion
  • Place
  • Glossary
  • Subject index
  • Company index
Voir tout
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Caractéristiques techniques du livre "Principles of Marketing"

  PAPIER
Éditeur(s) Pearson
Auteur(s) Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong
Parution 15/12/2004
Édition  4eme édition
Nb. de pages 954
Format 21 x 27,5
Couverture Broché
Poids 2059g
Intérieur Quadri
EAN13 9780273684565
ISBN13 978-0-273-68456-5

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