Idéal pour toute personne évoluant dans le secteur Marcom.
Principles of Marketing: European Edition, 4/E
Philip Kotler, Northwestern University - Veronica Wong, Sussex University - John Saunders, Professor of Marketing, AUDENCIA Grande Ecole Nantes, France - Gary Armstrong, University of North Carolina.
Editeur : Financial Times Prentice Hall; 4 edition (30 Nov 2004)
Nombre de pages: 992
Publication: 30 Nov 2004
Langue : Anglais
Présentation : Broché
Dimensions: 27.2 x 21 x 3.8 cm
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.
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.
CHF 16.- (Expédition Post Pack Economy 7.- en sus).