by Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong · Financial Times/ Prentice Hall · tapa blanda · ISBN 9780132622547
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«Principles of Marketing: European Edition» is the marketing manual by Kotler, Armstrong, Saunders and Wong, in paperback (1056 pages).
Reference work presenting marketing from a framework centred on creating customer value and managing customer relationships. It covers the essential topics of the discipline and of sales, with a perspective adapted to the European context.
Second European edition, published in 1998 by Financial Times/ Prentice Hall, in English and paperback.
Aimed at students and professionals in marketing and business seeking a reference work on the fundamentals 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."
