- 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
Principles of Marketing Paperback – Abridged, 25 Apr 2013
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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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Top Customer Reviews
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.
I would recommend it to anyone
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 !
I only wish that this edition was out sooner !!!
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...
Most Recent Customer Reviews
Book arrived brand new. Saved at least 50% on value after considering freight.Published 1 month ago by David M.
If anyone wants this book, I can send it out to them for free!Published 11 months ago by Elle Roberts
Helped me with everything I needed to know about marketing, with my exams and with my assignments.Published 12 months ago by Adelina