Sách Principles of Marketing

Product Description

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.








From the Back Cover

“The most up-to-date basic marketing textbook available, it even discusses the difficult moral and environmental issues of marketing in depth.”
—Sveinn Eldon, Arcada, University of Applied Sciences, Helsinki, Finland
In Principles of Marketing, Fifth European Edition, Kotler, Armstrong, Wong and Saunders again look at the roots of the subject, whilst at the same time introduce fresh perspectives. Reflecting heightened concerns about the environment, this new edition integrates the concept of sustainable marketing, showing how businesses and organisations can balance customers’ immediate needs against their long-term interests.
Dig deeper into the reality of marketing with a host of new and updated cases. Find out how:

Tesco planned to challenge Wal-Mart on their home turf.
The Arctic Monkeys used social networking to destruct the music industry.
Sony shot their cute little dog while an aggressive dinosaur survived.
Ryanair reached a radical new pricing solution: Fly free!
These, and countless other examples, alongside a vibrant range of features and content, provide the most comprehensive introduction to contemporary marketing.
“The new edition of this truly European book not only covers the principles of Marketing, but also advances the subject by virtue of its innovative online resources and its valuable and contemporary discussion of Sustainability. The latter is particularly important as its impact on the way Marketing is practised and taught can no longer be ignored, and by discussing this issue the book remains on the very leading edge.”
—Professor T C Melewar, Professor of Marketing and Strategy at Brunel Business School and Joint Editor-in-Chief of Journal of Brand Management
“Principles of Marketing is a powerfully written text which combines a complex mix of academic excellence and practitioner relevance in a highly engaging manner. The book is a must read for anyone keen to learn about burning issues such as sustainability, ethics, social responsibility, consumerism and environmentalism. This is arguably the first time any marketing text has ventured this far on a contemporary issue.”
—Nnamdi O. Madichie, University of East London Business School
“Sustainable marketing is now extremely topical and this book covers the essence of the subject in a very approachable way, using contemporary case studies and campaigns. The style and approach affords a good balance of understanding from an academic and practical perspective.”
—Dr Ruth Ashford, Head of Marketing and Retail Division, Manchester Metropolitan University Business School
New to this edition! Seven video documentaries, filmed for this book at top European companies such as Land Rover, Electrolux and VSO as well as small and medium-sized enterprises, highlight and reinforce the key themes in each part of the book. Use your access code to log on and watch online.
Principles of Marketing is now supported online by MyMarketingLab – log on towww.pearsoned.co.uk/kotler for a new branch of online learning!
What is MyMarketingLab?
MyMarketingLab is an online learning environment that produces a personalised Study Plan for each student based on their performance in a practice test, which shows where they need to focus their studies. This Study Plan contains a wealth of additional learning resources, including video, audio clips, interactive exercises, an e-book and much, much more!
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the J. L. Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is Professor and Chair of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Veronica Wong is Professor of Marketing and Head of the Marketing Group at Aston Business School.
John Saunders is Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University.