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Bestandsnummer des Verk�ufers 6545-9780273684565

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Bibliografische Details

Titel

Principles of Marketing: European Edition

Verlag

Financial Times/ Prentice Hall 30/11/2004

Erscheinungsjahr

2004

Sprache

Englisch

ISBN-10

0273684566

ISBN-13

9780273684565

Einband

Softcover

Auflage

4. Auflage

Zustand

Very Good

Verk�uferkataloge

�ber diesen Titel

Inhaltsangabe

Classic and authoritative, Principles of marketing? Fourth European Edition remains on the cutting edge of contemporary marketing. Kotler, Wong, Saunders and Armstrong have delivered a fresh, practical, managerial approach to the subject. Top gurus in their field, the team brings to this new edition great features and content, which include : Rich topical examples and applications explain the major decisions marketing managers face, Completely revised and updated Prelude Cases, Marketing Insights and Concluding Concept cases that reflect the growing influence of e-commerce, Enhanced full colour adverts, tables and figures highlight key ideas and marketing strategies.

Rese�a del editor

Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition "has changed to reflect marketing's ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.

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