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.
- ISBN10 0273720643
- ISBN13 9780273720645
- Publish Date 26 June 2008
- Publish Status Out of Print
- Out of Print 18 June 2010
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Edition 5th edition
- Pages 1020
- Language English