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Principles of Marketing: 4th European Edition by Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong is a reference work available to read on EtoBox.

What is Principles of Marketing: 4th European Edition about?

Cover......Page 1 Principles of Marketing......Page 4 Brief Contents......Page 8 Contents......Page 10 Guided Tour......Page 21 Guided Tour: Student Resource on the Website......Page 23 Preface......Page 25 Acknowledgements......Page 28 About the Authors......Page 34 Part one Marketing now......Page 36 Marketing now......Page 38 Prelude case Nike......Page 39 Introduction......Page 40 What is marketing?......Page 41 Marketing management......Page 48 Marketing in the noughties......Page 55 The marketing process......Page 59 Summary......Page 71 Discussing the issues......Page 72 Applying the concepts......Page 73 References......Page 74 Concluding concept 1......Page 75 Strategic marketing......Page 82 Prelude case Poor little rich brands......Page 83 Strategic planning......Page 84 The strategic plan......Page 86 The marketing plan......Page 103 Marketing organisation......Page 108 Summary......Page 111 Discussing the issues......Page 112 References......Page 113 Concluding concept 2......Page 115 Part two The marketing setting......Page 118 The marketing environment......Page 120 Prelude case Big food has a lot on its plate......Page 121 Introduction......Page 122 The company’s mi

Who reads Principles of Marketing: 4th European Edition?

Author

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong

Publisher

Financial Times/ Prentice Hall

Published

2004

Language

EN

ISBN

9780273684565

Category

reference

Subjects

Business, Fiction, Reference

Rating

4.05 / 5 (7 ratings)

Updated

2026-03-14