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Bibliografische Details

Titel: Principles of Marketing: European Edition

Verlag: Prentice-Hall

Erscheinungsdatum: 1996

Einband: Paperback

Zustand: Used; Very Good

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Inhaltsangabe:

Book by PHILIP KOTLER GARY ARMSTRONG JOHN A SAUNDERS VERON

Rese�a del editor:

The European adaptation of this text has been rewritten to present the context and process of marketing and the marketing mix as seen from the European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction, competitive strategy, services and social responsibility. The text features full colour throughout, and includes cases and examples from companies such as IKEA, Nestle, BMW, Levi Strauss and Swatch. Features include: chapter previews; objectives; "discussing the issues"; "applying the concepts"; end of chapter and part cases; and a glossary. The European adaptation also features a range of supplementary materials that will enhance any teaching course.

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