Principles of marketing / 6th Euro ed. Kotler, Armstrong, Harris & Piercy

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Principles of marketing / 6th Euro ed. Kotler, Armstrong, Harris & Piercy

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KOTLER, Philip. Author | ARMSTRONG, Gary | HARRIS, Lloyd C. | PIERCY, Nigel

Published by Prentice Hall Europe - 2013 , 6th European ed.

Library: London

Source : Syracuse

Item type: Book
Language: English

Publication year: 2013
Edition no.: 6th European ed.

ISBN: 0-273-74297-3

"The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for you by building on a classic marketing text with its well-established customer-value framework and complementing it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world" - in jacket.

Part 1. Defining marketing and the marketing process --- Part 2: Understanding the marketplace and consumers --- Part 3. Designing a customer-driven strategy and mix --- Part 4. Extending marketing.

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