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Principles of Marketing

Philip Kotler - Personal Name; Gary Armstrong - Personal Name; John Saunders - Personal Name; Veronica Wong - Personal Name;

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.


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Detail Information
Series Title
-
Call Number
-
Publisher
Essex, England : Pearson Prentice Hall., 2005
Collation
Paperback, 992 Pages, Published 2005
Language
English
ISBN/ISSN
0-273-68456-6
Classification
NONE
Content Type
-
Media Type
-
Carrier Type
-
Edition
Fourth
Subject(s)
Marketing
Specific Detail Info
European Edition
Statement of Responsibility
-
Other version/related
TitleEditionLanguage
Principles of MarketingFifthENG
Principles of MarketingThirdENG
Principles of MarketingFifthENG
Principles of MarketingThirdENG
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