Principles of Marketing - Couverture rigide

Kotler, Philip; Armstrong, Gary; Saunders, John A.; Wong, Veronica

Couverture rigide

ISBN 10 : 0131659030 ISBN 13 : 9780131659032

Editeur : Pearson Education Limited, 1996

Synopsis

The European adaptation of this text has been rewritten to present the context and process of marketing and the marketing mix as seen from the European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction, competitive strategy, services and social responsibility. The text features full colour throughout, and includes cases and examples from companies such as IKEA, Nestle, BMW, Levi Strauss and Swatch. Features include: chapter previews; objectives; "discussing the issues"; "applying the concepts"; end of chapter and part cases; and a glossary. The European adaptation also features a range of supplementary materials that will enhance any teaching course.

A propos du livre

Présentation de l'éditeur

John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition.

Principles of Marketing, Third European Edition provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world. Following the most extensive market research, this edition has been revised and updated to include

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0131659030
• ISBN 13: 9780131659032
• Reliure: Relié
• Nombre de pages: 992
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible