Principles of Marketing by Philip Kotler

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Principles of Marketing by Philip Kotler

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Summary

Delivering a practical and managerial approach to the subject, this book provides an introduction to marketing principles. It contains examples and applications which explain the major decisions marketing managers face. It also features marketing insights and concluding concept cases that reflect the growing influence of e-commerce.

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Principles of Marketing by Philip Kotler

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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SKU Unavailable
ISBN 13 9780273684565
ISBN 10 0273684566
Title Principles of Marketing
Author Philip Kotler
Condition Unavailable
Binding Type Paperback
Publisher Pearson Education Limited
Year published 2004-11-30
Number of pages 992
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable