- Paperback: 1056 pages
- Publisher: Financial Times/ Prentice Hall; 2 edition (17 Aug 1998)
- Language English
- ISBN-10: 0132622548
- ISBN-13: 978-0132622547
- Product Dimensions: 27.4 x 21.2 x 5 cm
- Average Customer Review: 3.5 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 585,521 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
'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
Review
'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
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
I am using Kotler's European Edition on a one year full time MBA degree course. It is an excellent book which manages to keep readers interested in what otherwise might be an excruciatingly boring subject. The layout is user friendly with just the right emphasis on examples and case studies. The chapters on market research and new product development are especially useful, overcoming any of our lecturer's shortcomings.
1 of 1 people found the following review helpful
This book is a comprehensive introduction to marketing and offers up-to-date academic thinking within a managerial framework. It is excellent in its European perspective. The book has a host of examples and case studies from well-known companies which gives it a practical feel. My students liked it very much.
For anyone studying for CIM qualifications you'll find this incredibly helpful. It is full of consumer examples - sure to impress the examiners!
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