Principles of marketing

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong

Research output: Book/ReportBook


Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show 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 Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe’s internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
Original languageEnglish
PublisherFinancial Times/Prentice Hall
ISBN (Print)978-0-273-68456-5
Publication statusPublished - 30 Nov 2004

Bibliographical note

European edition.
Translated in Dutch [Principes van Marketing (978-9043006507)], in German [Grundlagen des Marketing (978-3827370242)] and in Italian [Principi di marketing (8871922522)]


  • marketing
  • marketing managers
  • organisation’s objectives
  • resources
  • needs
  • opportunities
  • global marketplace


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