oa MFSA Journal of Marketing - Principles of Marketing (4th European edition), Philip Kotler, Veronica Wong, John Saunders and Gary Armstrong : book review

Volume 11, Issue 3
  • ISSN : 1811-9565



Extracted from text ... Principles of Marketing (4th European Edition) By: Philip Kotler, Veronica Wong, John Saunders and Gary Armstrong Publisher: UK: Pearson Education Limited ISBN: 0-273-68456-6 Price: $19, 00 Principles of Marketing takes a practical and managerial approach to marketing. 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 ..

Loading full text...

Full text loading...


Article metrics loading...


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error