Principles of Marketing

By: Philip Kotler, Stewart Adam

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Paperback | 28 August 2008 | Edition Number 4

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PRINCIPLES OF MARKETING, 4E provides a concise and accessible introduction to marketing from the leading authority in this field. The new edition retains its authoritative presentation of marketing theory while still maintaining an interesting and engaging writing style. The mix of colour photographs, tables and boxes keeps the text interesting and appealing. It also offers the reader a rich variety of examples and applications illustrating the major decisions that marketing management faces in its efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. Each new copy comes with an access code to MyMarketingLab, an online solution containing a wealth of resources, including a full ebook, personalised study plans, self-assessment activities, interactive exercises, videos and more.

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