Kotler & Burk Wood:Principles of Marketing Pack, 5/e - John Saunders - 9780273743279 - FT Prentice Hall - Pearson Schweiz AG - Der Fachverlag fuer Bildungsmedien - 978-0-2737-4327-9

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Kotler & Burk Wood:Principles of Marketing Pack, 5/e
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Titel:   Kotler & Burk Wood:Principles of Marketing Pack, 5/e
Reihe:   Financial Times
Autor:   Philip Kotler / Gary Armstrong / Veronica Wong / John Saunders / Marian Burk Wood
Verlag:   FT Prentice Hall
Einband:   Softcover
Auflage:   5
Sprache:   Englisch
Erschienen:   Juni 2010
ISBN13:   9780273743279
ISBN10:   0-27374-327-9
Status:   Der Titel ist leider nicht mehr lieferbar. Sorry, This title is no longer available. Malheureusement ce titre est épuisé.
 
Ersatztitel:
ISBNTitelAuflageEinbandErscheintVerfügbarPreis
9780273742975 Principles of Marketing European Edition 6 Softcover 04.2013
ca. 7-9 Tage
81.90

Kotler & Burk Wood:Principles of Marketing Pack, 5/e

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 Electrolux help to bring the subject alive.

Features
  • Strong author team. Philip Kotler is one of the fathers of modern marketing, recently voted 3rd most influential business thinker (FT poll 2006). John Saunders and Veronica Wong (both of Aston University) are 2 of Europe's leading Marketing academics.

  • Good quality cases. With a mix of well known brands and SME's, Principles of Marketing uses cutting edge example to engage students and help contexualise learning.

  • Academic Underpinning. Principles of Marketing is backed up by the latest marketing research to ensure students are learning the best material available.

  • Video Documentaries. 10 new European video documentaries, including advertisements, demonstrates marketing in practice. Edited to be easily used to engage students in class and reinforce teaching. Companies include; HSBC, Land Rover and Marketing Birmingham

  • MyMarketingLab. New online study guide which measures students abilities and creates bespoke study guides based on abilities. Study Guide includes; interactions, video and audio material.

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New to this Edition

The edition of Principles of Marketing has been thoroughly revised to include new marketing concepts. New features include;

  • New chapter on Sustainable Marketing
  • New and updated cases throughout
  • 11 European Video Documentaries from companies such as HSBC, IKEA and Marketing Birmingham
  • MyMarketingLab
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Table of Contents

Part one   Marketing now

Chapter 1  Marketing  now                                                                                                          

Chapter 2   Sustainable marketing: marketing ethics and social responsibility

Chapter 3   Strategic marketing

Part two   Markets

Chapter 4   The marketing environment

Chapter 5   Consumer markets

Chapter 6   Business-to-business marketing

Chapter 7   Marketing research

Part three   Core strategy

Chapter 8   Relationship marketing

Chapter 9   Segmentation and positioning

Chapter 10   Competitive strategy

Part four   Product

Chapter 11   Product and branding strategy

Chapter 12   New-product development and product life-cycle strategies

Chapter 13   Marketing services

Part five   Price

Chapter 14   Pricing

Part six   Promotion

Chapter 15   Communicating customer value: integrated marketing communications 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 seven   Place

Chapter 19   Managing marketing channels

Chapter 20   The global marketplace

Glossary
Subject index
Company index
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