Product Description

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

Product Details

• Amazon Sales Rank: #153674 in Books
• Published on: 2001-07-06
• Original language: English
• Binding: Paperback
• 888 pages

Customer Reviews

The Quintessential Marketing Textbook
"Principles of Marketing" is regarded among most academics as the fundamental starting point for students of their discipline.

It is easy to understand and digest and is backed up by numerous practical examples to give credence to the basics of theory being described.

The focus is predominantly on mainstream marketing, with less attention paid to charity or database marketing techniques but provides a helpful entry point into more detailed techniques.

Despite its intimidating size and volume of content this book comes highly recommended to beginners in the fields of academia or marketing practice alike.

Classic text communicated simply, great for CIM studies.
In addition to a full review of what marketing is and how is can be used the text gives key case studies based around large OEM's. A must for any practicing marketeer.

Principles of Marketing: European Edition
It was extremely helpful in helping me pass my exam. I sure it will help me in my final year of university as I won't have to fight for a copy