Principles of marketing [printed text] / Philip Kotler, Author ; Gary Armstrong, Author ; John Saunders, Author ; Veronica Wong, Author  . -  The European Edition . - Hemel Hempstead : Prentice Hall, 1996 . - xx, 956 p. : ill (col.) ; 25 cm.
ISBN : 978-0-13-165903-2
Principles of Marketing: The European Ediiton is developed from Kotler and Armstrong's Principles of Marketing, 7th edition. The European Edition retains the original's strengths of comprehensive cover and rigour while being logically restructured and rewritten to present marketing in a contemporary, European perspective.

Class number:	658.8
Abstract:	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.
Contents note:	Part One Marketing and The Marketing Process 1. Marketing in a changing world: satisfying human needs; 2. Marketing and society: social responsibility and marketing ethics; 3. Strategic marketing planning Part Two The Marketing Setting 4. The marketing environment; 5. The global marketplace; 6. Market information and marketing research Part Three Buying Behaviour 7. Consumer markets; 8. Business markets and business buyer behaviour Part Four Core Strategy 9. Market segmentation and targetting; 10. Positioning; 11. Building customer satisfaction through quality, value and service; 12. Creating competitive advantage: competitor analysis and competitive marketing strategies Part Five Product 13. Designing products: new product development and product life-cycle strategies; 14. Designing products: products, brands, packaging and services; 15. Marketing services Part Six Price 16. Pricing products: pricing considerations and approaches; 17. Pricing products: pricing strategies Part Seven Promotions 18. Promoting products: communication and promotion strategy; 19. Promoting products: advertising, sales promotion and public relations; 20. Promoting products: personal selling and sales management Part Eight Place 21. Placing products: distribution channels and logistics management; 22. Placing products: retailing and wholesaling Glossary; Subject Index; Company/brand index; Name index; Copyright acknowledgements.