[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-43265-en":3,"doc-seo-43265-105":30,"detail-sidebar-cat-0-en-105":92},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":21,"is_downloadable":21,"audit_status":21,"page_count":22,"language":23,"language_code":24,"site_id":25,"html_lang":24,"table_of_contents":26,"faqs":27,"seo_title":13,"seo_description":14,"update_tm":28,"read_time":29},43265,13056703019404,"Miles","https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0",8,"Research & Report","Principles of Marketing - Phillip Kotler","Fourth European edition of Principles of Marketing by Philip Kotler, Veronica Wong, John Saunders, and Gary Armstrong, presenting a structured learning approach for marketing theory and application. The companion website supports study with chapter objectives, multiple-choice questions with instant feedback, annotated web resources for research, additional case studies linking theory to recognizable brands, a searchable glossary, and flashcards for key terms. The book outlines marketing strategy, environment, markets, core strategy, and the marketing mix across product, price, promotion, and place.","FOURTH EUROPEAN EDITION  \nPrinciples of Marketing  \nPHILIP KOTLER VERONICA WONG JOHN SAUNDERS GARY ARMSTRONG  \nAdditional student support at  \n[www.pearsoned.co.uk /kotler](www.pearsoned.co.uk /kotler)  \nPrinciples of Marketing  \nVisit the  \nPrinciples of Marketing, Fourth European edition Companion Website at  \n[www.pearsoned.co.uk/](www.pearsoned.co.uk/)[ ](www.pearsoned.co.uk/)kotler to access a rich resource of valuable learning materials for students , including:  \nn Chapter objectives for you to quickly check the learning outcomes of each topic n Multiple choice questions for every chapter, with instant feedback  \nn Annotated weblinks to relevant specific Internet resources to facilitate in-depth independent research  \nn Additional case studies that allow you to apply theory to recognisable real-world brands and products  \nn Searchable online glossary  \nn Flashcards to test your knowledge of key terms and definitions  \nWe work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market.  \nUnder a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work.  \nTo find out more about the complete range of our publishing, please visit us on the World Wide Web at:  \n[www.pearsoned.co.uk](www.pearsoned.co.uk)  \nFOURTH EUROPEAN EDITION  \nPrinciples of Marketing  \nPHILIP KOT LER VERONICA WONG JOHN SAUNDERS GARY ARMSTRONG  \nPearson Education Limited  \nEdinburgh Gate Harlow  \nEssex CM20 2JE England  \nand Associated Companies throughout the world  \nVisit us on the World Wide Web at: [www.pearsoned.co.uk](www.pearsoned.co.uk)  \nFirst European Edition published 1996  \nSecond European Edition published 1999 by Prentice Hall Europe Third European Edition published by Pearson Education Fourth European Edition published 2005  \n© Prentice Hall Europe 1996, 1999 © Pearson Education Limited 2001, 2005  \nThe rights of Philip Kotler, Veronica Wong, John Saunders and Gary Armstrong to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.  \nAll rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP.  \nAll trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.  \nISBN-13: 978-0-273-68456-5  \nISBN-10: 0-273-68456-6  \nBritish Library Cataloguing-in-Publication Data  \nA catalogue record for this book is available from the British Library  \n10 9 8 7 6 5 4 3  \n10 09 08 07 06  \nTypeset in 10/12 . 5pt Minion by 35  \nPrinted and bound by Mateu-Cromo Artes Graficas, Spain  \nThe publisher’s policy is to use paper manufactured from sustainable forests.  \nTo Peter Doyle and Jim Lynch:  \nTwo late, great marketing educators, colleagues and friends.  \nBRIEF CONTENTS  \nGuided tour xx  \nGuided tour: student resources on the website xxii  \nPreface xxiv  \nAcknowledgements xxvii  \nAbout the authors xxxiii  \nPart one Marketing now 1  \nChapter 1 Marketing now 3  \nChapter 2 Strategic marketing 47  \nPart two The marketing setting 83  \nChapter 3 The marketing environment 85  \nChapter 4 Marketing in the Internet age 125  \nChapter 5 Marketing and society: social responsibility and marketing ethics 167  \nChapter 6 The global marketplace 209  \nPart three Markets 25","cbCaihsQqNMlRZUe","https://ap.wps.com/l/cbCaihsQqNMlRZUe","pdf",39463856,14,1,989,"English","en",105,"# Guided tour and student resources\n## Chapter objectives and practice questions\n## Online glossary and flashcards\n# Marketing now\n## What is marketing?\n## Marketing management philosophies\n## The marketing process\n# Strategic marketing\n## Market environment and ethics\n## Global marketplace\n# Markets and core strategy\n## Consumer markets and B2B\n## Segmentation and positioning\n## Relationship and competitive strategy\n# Product, price, promotion, and place\n## Product and branding strategy\n## Pricing and integrated marketing communications\n## Advertising, sales promotion, and personal selling\n## Managing marketing 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