Principles of Marketing

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong

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

Ajouter à une liste

A paraître

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

Marketing 5.0

Marketing 4.0

10 péchés mortels en marketing

Principes de marketing

Découvrir tous les 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

Principes de marketing

Découvrir tous les 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

Replier

Caractéristiques techniques

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