Principles of marketing

Philip Kotler, Gary Armstrong, Veronica W.Y. Wong, John A. Saunders

Research output: Book/ReportBook


Suitable for undergraduate Principles of Marketing courses, 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. Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Amazon help to bring the subject alive.
Original languageEnglish
PublisherFinancial Times/Prentice Hall
Number of pages1056
ISBN (Print)978-0-13-613237-0
Publication statusPublished - 21 May 2008

Bibliographical note

European edition


  • marketing
  • marketing techniques
  • decisions
  • marketing managers face
  • objectives
  • resources
  • needs
  • opportunities
  • global marketplace
  • sustainability


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