Principles of marketing

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong

Research output: Book/ReportBook

Abstract

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
Edition4th
ISBN (Print)978-0-273-68456-5
Publication statusPublished - 30 Nov 2004

Fingerprint

Marketing
Resources
Globalization
Managers
Electronic commerce
Internationalism
Undergraduate
South-East Asia
Japan
East Africa

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)]

Keywords

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

Cite this

Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2004). Principles of marketing. (4th ed.) Financial Times/Prentice Hall.
Kotler, Philip ; Wong, Veronica ; Saunders, John ; Armstrong, Gary. / Principles of marketing. 4th ed. Financial Times/Prentice Hall, 2004.
@book{122ef008b26e44169b347dcdc112570f,
title = "Principles of marketing",
abstract = "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.",
keywords = "marketing, marketing managers, organisation’s objectives, resources, needs, opportunities, global marketplace",
author = "Philip Kotler and Veronica Wong and John Saunders and Gary Armstrong",
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)]",
year = "2004",
month = "11",
day = "30",
language = "English",
isbn = "978-0-273-68456-5",
publisher = "Financial Times/Prentice Hall",
edition = "4th",

}

Kotler, P, Wong, V, Saunders, J & Armstrong, G 2004, Principles of marketing. 4th edn, Financial Times/Prentice Hall.

Principles of marketing. / Kotler, Philip; Wong, Veronica; Saunders, John; Armstrong, Gary.

4th ed. Financial Times/Prentice Hall, 2004.

Research output: Book/ReportBook

TY - BOOK

T1 - Principles of marketing

AU - Kotler, Philip

AU - Wong, Veronica

AU - Saunders, John

AU - Armstrong, Gary

N1 - European edition. Translated in Dutch [Principes van Marketing (978-9043006507)], in German [Grundlagen des Marketing (978-3827370242)] and in Italian [Principi di marketing (8871922522)]

PY - 2004/11/30

Y1 - 2004/11/30

N2 - 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.

AB - 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.

KW - marketing

KW - marketing managers

KW - organisation’s objectives

KW - resources

KW - needs

KW - opportunities

KW - global marketplace

M3 - Book

SN - 978-0-273-68456-5

BT - Principles of marketing

PB - Financial Times/Prentice Hall

ER -

Kotler P, Wong V, Saunders J, Armstrong G. Principles of marketing. 4th ed. Financial Times/Prentice Hall, 2004.