Marketing

Second European Edition

Philip Kotier ♦ Gary Armstrong John Saunders ♦ Veronica Wong

Principles of Marketing: Second European Edition

This new edition of the classic Prentice Hall text has received cutting-edge treatment to make it the most complete and up-to-date introductory marketing textbook available.

Beautifully laid out, with an accessible and highly readable style, this new edition has impressive ease support to bring the dynamics of modern European marketing vividly into focus. An indispensable text for new and intermediate level students alike.

GEOFFREY WOOTTEX International Business School Breda. The Netherlands

There are few equivalent alternatives to Principles of Marketing when it conies to learning contemporary marketing. In Principles of Marketing the reader will find the important basics of marketing, but also up-to-date theories and techniques. Even experienced marketers will find some of the new chapters of interest.

THOMAS 11ELGESSON Halmstad University. Sweden

Building on the success of the first European edition, the authors and the publishers arc to be congratulated on taking the opportunity to both update material and enhance the accessibility of the text. The new chapter on direct and online marketing is particularly welcome.

MICHAEL BAKER Strathelyde University. UK and Dean of the Senate of the Chartered Institute of Marketing

I can highly recommend this text. It is comprehensive, clearly structured and well written. In addition, it provides a host of very up-to-date relevant examples, which will ensure a high degree of student interest.

BODO SCHLEGELMILCII Vienna University of Economics and Business Administration. Austria

The additions to the second European edition bring the reader up to date with the tools available to the modern marketer. It is an enhancement of an already valuable aid to teaching and learning.

STEPHEN MITCHELL Gloucestershire Business School. UK

The familiar content and structure remain indispensable companions to any student of marketing. The updated case history material serves to focus the subject matter in a highly contemporary context and the new format makes the whole package even more user friendly.

ClIKIS BLACKBlRN Oxford Brooks University, UK

Professor PHILIP KOTLER Northwestern University

Professor GARY ARMSTRONG University of North Carolina at Chapel Hill

Professor JOHN SAUNDERS Aston University

1)r VERONICA WONG University of Warwick

Marketing is a global discipline. How appropriate to combine US and European perspectives in this truly excellent treatment.

NIGEL F. PIERCY Cardiff Business School. UK

PRENTICE HALL EUROPE

PRENTICE HALL EUROPE

Principles of Marketing

Second European Edition

Phil ip Kotier Gary Armstrong John Sannclers Veronica Wong

Prentice IIall Europe

London New York Toronto Sydney Tokyo Singapore

Madrid Mexico Citv Munich Paris

Acquisitions Editor: Julia Helms Icy Development Editor: Andrew Goss Permissions Manager: Sara Jillings Production Editor: Ian Stoneham Manufacturing Manager: Richard Lamprecht Marketing Manager: Scott Dustan

Original eighth edition en titled Principles ofMarketing published by Prentice Hall Inc. A Simon & Schuster Company Upper Saddle River New Jersey, USA Copyright © 1999 by Prentice Hall Inc.

First European Edition published 1996 Second European Edition published 1999 by Prentice Hal! Europe Authorised for sale only in Europe, the Middle East and Africa

Copyright © Prentice Hall Europe 1996,1999

All 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 prior permission, in writing, from the publisher.

Text and cover design: Design Deluxe, Rath, Avon Typeset in lOpt Caslon 224 Book by Goodfellow and Egan, Cambridge

Printed and bound in Italy by Rotolito Lombards, Milan

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN 0-13-262254-8

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