Principles of marketing

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

Research output: Book/ReportBook

Abstract

John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition. Principles of Marketing, Third European Edition provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world. Following the most extensive market research, this edition has been revised and updated to include.
Original languageEnglish
PublisherFinancial Times/Prentice Hall
Number of pages888
Edition3rd
ISBN (Print)978-0-273-64662-4
Publication statusPublished - 6 Jul 2001

Bibliographical note

European edition , translated also in Italian, Dutch, Lithuanian and Greek

Keywords

  • modern
  • marketing
  • practical
  • managerial
  • approach
  • globalisation
  • e-business
  • Europe
  • global marketing

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  • Cite this

    Kotler, P., Armstrong, G., Wong, V. W. Y., & Saunders, J. A. (2001). Principles of marketing. (3rd ed.) Financial Times/Prentice Hall.