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Principles of marketing / Philip Kotler... [et al.]

Coauthor Kotler, Philip, 1931- Country Reino Unido. Edition 6th European ed Publication Harlow : Person, cop. 2013 Description XXX, 683 p. : il. color. ; 28 cm ISBN 978-0-273-74297-5 CDU 658.8
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'Principles of Marketing' is the highly successful European adaptation of Kotler and Armstrong, one of the world's leading and most authoritative marketing textbooks. The text 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 organization's objectives and resources against needs and opportunities in the global marketplace.

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