Principles of Marketing: Enhanced Media European Edition (Paperback)

This classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters.

With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at 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 new enhanced media edition gives students extra resources to back up their learning. These include an interactive study guide full of animated exercises, self-assessment questions, so they can test their understanding, a glossary and flash cards to aid revision and over 50 video case studies featuring practicing marketing mangers from top companies such as Sony and Penguin, who show how it is really done.

Also included in this package is Marian Burk Wood’s Essential Guide to Marketing Planning, which is full of real life case studies from multinational brands and practical tips on creating your own marketing plans.

This enhanced media edition really does give students the best way to master their subject.

'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.

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