Principles of Marketing

Front Cover
Financial Times Prentice Hall, Jan 1, 2008 - Lehrbuch - Marketing - 1020 pages
21 Reviews

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 Amazon help to bring the subject alive.

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Review: Principles of Marketing

User Review  - Haytham Badawey - Goodreads

I read the international 13th edition. This books is simply great. It covers all the concepts, terms, lessons, tactics, techniques and strategies of marketing. I'll use it as a reference. Read full review

Review: Principles of Marketing

User Review  - Mussadaq Javed - Goodreads

Good Book Read full review

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About the author (2008)

Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing. He also acts as a consultant to many major multinationals and has lectured extensively in Asia and North America. Hermawan Kartajaya is Leading Service Officer of MarkPlus & Co., a strategy consulting firm in Indonesia. He is also the President of Asia-Pacific Marketing Federation (APMF, 1998-2000) and the Vice-Chairman of the World Marketing Association (WMA, 1999-2000). His Sustainable Marketing Enterprise model provides the foundation for building both sustainable economies and companies. He has helped many leading Asian companies create sustainable strategies in the past decade. Additional case studies were contributed by Michael Alan Hamlin, author of The New Asian Corporation and managing director of Team Asia, a business consulting group and speaker's bureau.

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