Principles of Marketing: European Edition

by Gary Armstrong (Author), Gary Armstrong (Author), Prof Veronica Wong (Author), Prof John Saunders (Author), Philip Kotler (Author)

• Used

  Paperback
  2004

  $4.67

  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.

• Used

  Paperback
  1998

  $4.73

  Full colour text revised in parallel with the US 8/e. KASW is a comprehensive, broad-based and challenging introductory text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. Illustrative examples and cases are drawn not only from Europe, but from North America, Southeast Asia and Africa, and cover a broad range of products and services. Parts 1-3 of the text cover the context of marketing and strategic issues, and are followed in parts 4-7 by coverage of the four marketing mix elements. Extensive market research for this new edition resulted in three main areas for revision, with the overall objective of retaining the strengths and rigour of the 1e while making it more appealing/suitable for lower-level institutions/courses: *Improved signposting and navigation within chapters to highlight core/basic material. *Reduce density of text narrative and design, so improving digestion/accessibility of text. *Improved consistency, flexibility and level/range of case material/questions and assessment material. Lecturer Resource Manual: c 300 pages, looseleaf/pre-punched (0-13-262262-9).Chapter objectives/overviews; OHP notes; discussion issues guide answers; case study debriefs. OHP Masters: c 150 A4 black/white sheets in new vertical format (0-13-934399-7). PowerPoint CD-ROM: c 150 full-colour slides (0-13-934381-4). PHLIP site - 1999. Interactive Marketing Software: Student Edition (0-87777586-9.) Interactive Marketing and text Value Pack (A GBP30.95/$55.95) (0-13-934407-1).