Principles of marketing [printed text] / Philip Kotler, Author ; Gary Armstrong, Author ; Veronica Wong, Author ; John Saunders, Author  . -  5th European edition . - Upper Saddle River, N.J. : Pearson Prentice Hall, 2008 . - xxxv, 1020 p. : ill. (chiefly col.) ; 28 cm.
ISBN : 978-0-273-71156-8

Class number:	658.8
Abstract:	Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters. With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at 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. Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Amazon help to bring the subject alive.
Contents note:	Part 1: Marketing now Chapter 1: Marketing; Chapter 2: Strategic marketing: marketing ethics and social responsibility; Chapter 3: Strategic marketing; Part 2: Markets Chapter 4: The marketing environment; Chapter 5: Consumer markets; Chapter 6: Business-to-business marketing; Chapter 7: Marketing research; Part 3: Core strategy Chapter 8: Relationship marketing; Chapter 9: Segmentation and positioning; Chapter 10: Competitive strategy; Part 4: Chapter 11: Product and branding strategy; Chapter 12: New-product development and product life-cycle strategies; Chapter 13: Marketing services; Part 5: Price Chapter 14: Pricing; Part 6: Promotion Chapter 15: Communication customer value: integrated marketing communication strategy; Chapter 16: Advertising and public relations; Chapter 17: Personal selling and sales promotion; Chapter 18: Direct and online marketing: building direct customer relationships; Part 7: Place Chapter 19: Managing marketing channels; Chapter 20: The global marketplace; Glossary; Subject index; Company index;