by Philip Kotler, Gary Armstrong, John A. Saunders, Veronica Wong · Pearson Education Limited · tapa blanda · ISBN 9780131659032
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«Principles of Marketing» (European edition) is the marketing textbook by Philip Kotler, Gary Armstrong, John A. Saunders and Veronica Wong, in paperback.
Reference work that explains the fundamentals of marketing and their practical application: managing customer relationships, building strong brands and leveraging new technologies applied to marketing, with a specific focus on the European market.
The text is in English and consists of 992 pages; it is the 1996 European edition, published by Pearson Education Limited and based on the seventh American edition of «Principles of Marketing».
Aimed at marketing students and professionals who need a complete and practical overview of the discipline.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
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