Principles of Marketing: European Edition

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Автор: Philip Kotler, Veronica Wong, John A. Saunders

Название: Principles of Marketing: European Edition

Издательство: Financial TImes Prentice Hall

Год: 1998

Формат: PDF

Размер: 40 Mb, 1,056 pages

Язык : English

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Full colour text revised in parallel with the US 8/e. KASW is a comprehensive, broad-based and challenging introductory text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. Illustrative examples and cases are drawn not only from Europe, but from North America, Southeast Asia and Africa, and cover a broad range of products and services. Parts 1-3 of the text cover the context of marketing and strategic issues, and are followed in parts 4-7 by coverage of the four marketing mix elements.