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Available5.0
5 reviews
ISBN-10 : 0273684566
ISBN-13 : 9780273684565
Author: Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong
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 organisations objectives and resources against needs and opportunities in the global marketplace.
The Fourth Edition has changed to reflect marketings 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 Europes 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.
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Tags: Principles, Marketing, Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong
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