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.
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
This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
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.