Articles liés à Principles Of Marketing

Principles Of Marketing - Couverture souple

Kotler, Philip

 
9780132622547: Principles Of Marketing
Couverture souple
ISBN 10 : 0132622548 ISBN 13 : 9780132622547
Editeur : Pearson Education Limited, 1998

Synopsis

Full colour text revised in parallel with the US 8/e. KASW is a comprehensive, broad-based and challenging introductory text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. Illustrative examples and cases are drawn not only from Europe, but from North America, Southeast Asia and Africa, and cover a broad range of products and services. Parts 1-3 of the text cover the context of marketing and strategic issues, and are followed in parts 4-7 by coverage of the four marketing mix elements.

Extensive market research for this new edition resulted in three main areas for revision, with the overall objective of retaining the strengths and rigour of the 1e while making it more appealing/suitable for lower-level institutions/courses:

*Improved signposting and navigation within chapters to highlight core/basic material.
*Reduce density of text narrative and design, so improving digestion/accessibility of text.
*Improved consistency, flexibility and level/range of case material/questions and assessment material.


Lecturer Resource Manual: c 300 pages, looseleaf/pre-punched (0-13-262262-9).
Chapter objectives/overviews; OHP notes; discussion issues guide answers; case study debriefs.
OHP Masters: c 150 A4 black/white sheets in new vertical format (0-13-934399-7).
PowerPoint CD-ROM: c 150 full-colour slides (0-13-934381-4).
PHLIP site - 1999.
Interactive Marketing Software: Student Edition (0-87777586-9.)
Interactive Marketing and text Value Pack (£30.95/$55.95) (0-13-934407-1).

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Full colour text revised in parallel with the US 8/e. KASW is a comprehensive, broad-based and challenging introductory text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. Illustrative examples and cases are drawn not only from Europe, but from North America, Southeast Asia and Africa, and cover a broad range of products and services. Parts 1-3 of the text cover the context of marketing and strategic issues, and are followed in parts 4-7 by coverage of the four marketing mix elements.

Extensive market research for this new edition resulted in three main areas for revision, with the overall objective of retaining the strengths and rigour of the 1e while making it more appealing/suitable for lower-level institutions/courses:

*Improved signposting and navigation within chapters to highlight core/basic material.
*Reduce density of text narrative and design, so improving digestion/accessibility of text.
*Improved consistency, flexibility and level/range of case material/questions and assessment material.

Lecturer Resource Manual: c 300 pages, looseleaf/pre-punched (0-13-262262-9).
Chapter objectives/overviews; OHP notes; discussion issues guide answers; case study debriefs.
OHP Masters: c 150 A4 black/white sheets in new vertical format (0-13-934399-7).
PowerPoint CD-ROM: c 150 full-colour slides (0-13-934381-4).
PHLIP site - 1999.
Interactive Marketing Software: Student Edition (0-87777586-9.)
Interactive Marketing and text Value Pack (£30.95/$55.95) (0-13-934407-1).

Revue de presse

'Beautifully laid out, with an accessible and highly readable style, this new edition has impressive case support to bring the dynamics of modern European marketing vividly into focus. An indispensable text for new and intermediate level students alike'

Geoffrey Wootten, International Business School Breda, The Netherlands

'There are few equivalent alternatives to Principles of Marketing when it comes to learning contemporary marketing. In Principles of Marketingthe reader will find the important basics of marketing, but also up-to-date theories and techniques. Even experienced marketers will find some of the new chapters of interest'

Thomas Helgesson, Halmstad University, Sweden

'The additions to the second European edition bring the reader up-to-date with the tools available to the modern marketer. It is an enhancement of an already valuable aid to teaching and learning'

Stephen Mitchell, Gloucestershire Business School, UK

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Pearson Education Limited
Date d'édition
1998
Langue
anglais
ISBN 10 
0132622548
ISBN 13 
9780132622547
Reliure
Broché
Numéro d'édition
2
Nombre de pages
1056
Coordonnées du fabricant
non disponible
Personne responsable
Riccardo Bacigalupo
riccardo.bacigalupo@sanoma.it

Sanoma Italia Via Arconati, 1 �
Milano
20135
Italie