Product Description

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.

Product Details

• Amazon Sales Rank: #171032 in Books
• Published on: 2004-11-30
• Original language: English
• Binding: Paperback
• 992 pages

From the Back Cover

'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.

Customer Reviews

Philip Kotler has done it again!
Had the priviledge to read an excerpt online, ordered and received mine. Have three of Mr Kotler's books and all have been very useful and insightful. This one is by far the most enjoyable read as it contains hard facts and figures about the ever changing business environment we now find ourselves in.

Definately a must read.

Definitive guide
This book is an excellent guide through marketing an all processes. It really is the definitive guide for students who are studying marketing subjects.

Marketing Hegemony
Imagine: A marketing textbook that's as attractive, up-to-date, and readable as a magazine. A marketing textbook that's so comprehensive, rigorous, and clear you won't need another. Stop imagining. The book is Principles of Marketing, and the Fourth European Edition--with its full-color adverts, stylish layout, lucid text, and insightful examples taken from today's European and global markets--is perhaps the best incarnation yet. Kotler and Armstrong, American eminences, have teamed up with crack British marketing professors Wong and Saunders to produce a fresh, internationally-aware marketing textbook that is not only intellectually stimulating but aesthetically pleasing. At nearly 1,000 color pages and informed by such expert, cutting-edge sources as The Economist, Financial Times, and Harvard Business Review, Principles of Marketing: Fourth European Edition is a thorough, understandable, and delightful treatise on marketing.