Prague College Library: Principles of Marketing: European Edition
Title: | Principles of Marketing: European Edition |
Categories: | Art & Design |
BookID: | GD-BA-0073 |
Authors: | Philip Kotler, Gary Armstrong, Prof John Saunders, Prof Veronica Wong |
ISBN-10(13): | 9780273646624 |
Publisher: | Financial Times/ Prentice Hall |
Edition: | 3 |
Number of pages: | 888 |
Language: | English |
Rating: | |
Picture: | |
Description: |
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 |