by Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong · Pearson Education, Limited · tapa blanda · ISBN 9780273646624
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«Principles of Marketing» is the marketing textbook by Philip Kotler, Gary Armstrong, John Saunders and Veronica Wong, published by Pearson Education in paperback.
A reference work that introduces the fundamentals of marketing and analyses the growing influence of globalisation and e-commerce on business strategy. It includes illustrative examples and practical case studies drawn from various European countries and the rest of the world, with an approach adapted to the European context.
This is the third European edition, published in 2001. The book has 856 pages and is written in English; the edition includes bibliographic references and an index.
Aimed at students of marketing, economics and business administration who are new to 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."
