Cantitate/Preț
Produs

Principles of Marketing: European Edition

De (autor) , , ,
Notă GoodReads:
en Limba Engleză Carte Paperback – 30 Nov 2004
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.
Citește tot Restrânge

Preț: 36462 lei

Puncte Express: 547

Preț estimativ în valută:
7341 8136$ 6723£

Cartea se retipărește

Doresc să fiu notificat când acest titlu va fi disponibil:

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780273684565
ISBN-10: 0273684566
Pagini: 992
Dimensiuni: 210 x 275 mm
Greutate: 2.05 kg
Ediția: 4 Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării: Harlow, United Kingdom

Cuprins

BRIEF CONTENTS
PREFACE  
GUIDED TOUR  
ACKNOWLEDGEMENTS  
ABOUT THE AUTHORS  
PART ONE: MARKETING NOW
1. Marketing now  
2. Strategic marketing  
PART TWO: THE MARKETING SETTING
3. The marketing environment  
4. Marketing in the Internet age  
5.  Marketing and society: social responsibility and marketing ethics   
6.  The global marketplace  
PART THREE: MARKETS
7. Consumer markets   
8. Business-to-business markets   
9. Marketing research  
PART FOUR: CORE STRATEGY
10. Segmentation and positioning   
11. Relationship marketing  
12. Competitive strategy  
PART FIVE: PRODUCT
13. Product and branding strategy   
14. New-product development and product life-cycle strategies   
15. Marketing services  
PART SIX: PRICE
16. Pricing  
PART SEVEN: PROMOTION
17. Integrated marketing communication strategy  
18. Advertising, sales promotion and public relations   
19. Personal selling and direct marketing  
PART EIGHT: PLACE
20. Managing marketing channels  
GLOSSARY
SUBJECT INDEX
INDEX OF COMPANIES

Textul de pe ultima copertă

'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 at www.booksites.net/kotler.  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.

Caracteristici

  • Illustrative examples and case studies are drawn from across Europe and around the world to help students put topical issues into context. Familiar brands and products such as BMW, Starbucks, Nokia, MTV really help engage the reader.
  • Takes a broad strategic overview of issues first so that marketing actions can be viewed in a wider context rather than isolated actions e.g Chapter 5 on corporate social responsibility and Chapter 6 on the global market place.
  • Full-colour figures, photographs and illustrations throughout bring the subject to life.
  • ‘Applying the Concepts’ feature. Additional exercises (at least one of these is internet related) for use in seminars provides students with more real-world applications.

Caracteristici noi

  • Increased focus on Europe and the growth of globalisation.
  • New Chapter 4 considers how marketing strategies and practices should adapt to take advantage of the Internet, providing students with up to date coverage.
  • Streamlined text to allow for increased coverage of the latest marketing research and branding issues.
  • Extensive and revised OneKey supplements package for teachers and students including MCQs, case studies, web links and practical projects.