Principles of marketing [printed text] / Philip Kotler, Author ; Veronica Wong, Author ; John Saunders, Author ; Gary Armstrong, Author  . -  4th European edition . - Harlow : Financial Times Prentice Hall, 2005 . - xxxiv, 954p : ill (col) ; 28 cm.
ISBN : 978-0-273-68456-5
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.

Class number:	658.8
Abstract:	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.
Contents note:	Part 1: Marketing now Chapter 1: Marketing now; Chapter 2: Strategic marketing; Part 2: The marketing setting Chapter 3: The marketing environment; Chapter 4: Marketing in the Internet age; Chapter 5: Marketing and society: social responsibility and marketing ethics; Chapter 6: the global marketplace; Part 3: Markets Chapter 7: Consumer markets; Chapter 8: Business–to-business marketing; Chapter 9: Marketing research; Part 4: Core strategy Chapter 10: Segmentation and positioning; Chapter 11: Relationship marketing; Chapter 12: Competitive strategy; Part 5: Product Chapter 13: Product and branding strategy; Chapter 14: New-product development and product life-cycle strategies; Chapter 15: Marketing services; Part 6: Price Chapter 16: Pricing; Part 7: Promotion Chapter 17: Integrated marketing communication strategy; Chapter 18: Advertising, sales promotion and public relations; Chapter 19: Personal selling and direct marketing; Part 8: Place Chapter 20: Managing marketing channels; Glossary; Subject index; Company index;