Principles of marketing.
(ONLINE)

Previous ed.: 2001.

Includes bibliographical references and index.

This edition has been written to present the context and process of marketing and the marketing mix as seen from a European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction and social responsibility.,"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.;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. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University. Veronica Wong is Professor of Marketing and Head of the Marketing Group at Aston Business School. John Saunders is Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University. Gary Armstrong is Professor and Chair of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Also available in printed form ISBN 9780273684565

Electronic reproduction.,Askews and Holts.,Mode of access: World Wide Web.