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Principles of Marketing Paperback – Abridged, 25 Apr 2013

4.7 out of 5 stars 24 customer reviews

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Product details

  • Paperback: 716 pages
  • Publisher: Pearson; 6 edition (25 April 2013)
  • Language: English
  • ISBN-10: 0273742973
  • ISBN-13: 978-0273742975
  • Product Dimensions: 21.1 x 2.7 x 27.1 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Bestsellers Rank: 197,364 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover

Principles of Marketing

Sixth European Edition

Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy

The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for you by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.

 

To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.

 

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Lloyd C. Harris is currently a Professor of Marketing and Strategy at Warwick Business School, University of Warwick. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.

Nigel Piercy, following a successful global business career, is Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. Previously he was the Sir Julian Hodge Chair in Marketing & Strategy at Cardiff University, and later Professor of Strategic Marketing and Head of the Marketing Group at Cranfield School of Management. Recent publications include Marketing Strategy and Competitive Positioning, 5th ed. (with Graham Hooley and Brigitte Nicoulaud) published by FT Prentice Hall, an imprint of Pearson. 

 

Need extra support?
This product is the book alone, and does NOT come with access to MyMarketingLab.

 

This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

 

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Principles of Marketing with MyMarketingLab access card 6e (ISBN 9780273743194). Alternatively, buy access to MyMarketingLab and the eText – an online version of the book - online at www.mymktlab.com

 

The Study Plan - learn marketing your way with self-assessment questions that will identify your strengths and feed back a bespoke recommended study plan to help you focus on where to improve.

  • Mini-simulations - challenge yourself to make marketing decisions and see the impact of your choices.
  • Explore the subject further with podcasts, bulletins and relevant website feeds.
  • Video cases - test your knowledge and apply theory to real-life companies with video cases features top executives from a wide range of companies
  • Revise for your exams using additional resources. Access an eText version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.  


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Customer Reviews

4.7 out of 5 stars
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Top Customer Reviews

Format: Paperback
"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.
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A great book. Each chapter has a small case study at the beginning and a more detailed one at the end. Within each chapter there are countless examples to illustrate the material introduced and makes the study surprisingly fascinating.
I would recommend it to anyone
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Format: Paperback Verified Purchase
The content of the book itself is to a good standard but be careful, the Amazon product description mentions additional resources that you receive as part of the book called MyMarketingLab which includes videos, simulations etc. This was something that tipped the purchase for me however unless you get a voucher with the book and I did not, you have to pay extra for this resource and it appears to be as much as the book itself. Worse still according to the back of the actual book the additional resources for this edition are not available until Spring 2014, which is very strange and very annoying, I am taking this issue up personally with the publisher.
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Format: Paperback Verified Purchase
Philip Kotler is a very well known marketing expert. I bought this book for my daughter who is doing a business degree. She finds it very useful for basic facts and referencing but there was only one copy in the library so buying one on Amazon was essential for her course .

This is an older version of a classic text and can be picked up for very little money through Amazons marketplace sellers. Most business and marketing courses will recommend Kotler as essential reading. He has a very nice style and explains the fundamentals of marketing in this book and how marketing is applied within the business context.
The latest version would obviously be more up to date but the principles have not changed that much since this edition. The newer text obviously commands a much higher price but this older version will do for the first year of her course.

Any book by Philip Kotler will be an excellent read and reference for any business course. This book was supplied quickly via the Amazon marketplace, a great place to search for text book bargains !
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By A Customer on 10 July 2003
Format: Hardcover
Every student in the field of Marketing should own a copy. The author possesses a true "marketer mindset" that transcends into his writing. Extremely readable with contemporary examples of the best marketting practioners in today's business. Clear concise language used. Jargon free !! Affordable price.
I only wish that this edition was out sooner !!!
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By A Customer on 7 Oct. 2001
Format: Paperback
This book is really great. Kotler and Armstrong have explained very carefully in a detailed manner the principles of Marketing. It has helped me in preparing for my seminar on 'Marketing techniquies of Amazon.com' in my MBA class.
This book is really great with the CD providing a case study also very helpful. The language is comparatively easy and the structure of the contents is well organised and methodical. The graphical approach is also very helpful to remember the key points for the exam and for review study...
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By Reviewer TOP 500 REVIEWERVINE VOICE on 13 Feb. 2011
Format: Paperback Verified Purchase
This was an excellent book at the time but I would look for newer/more updated versions but would definately take a lok at teh auhtor again too!
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Format: Paperback
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.
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