Principles of Marketing

John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition.Principles of Marketing, Third European Edition provides both students and lecturers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues and problems across the marketing mix. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt clearly and comprehensively with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world. Following the most extensive market research, this edition has been revised and updated to includeFollowing the most extensive market research, this edition has been revised and updated to include: 22 new case studies offering a wide variety of new case material, many with e-business elements; e.g. Chapter 3, p82 case study on 'Albumart.com an internet start-up company, Chapter 15, p534 and 16, p594 coverage of European airlines Lufthansa and Easyjet, Chapter 19, p700 case study on 'Promotions in a Digital Age', Chapter 22, p783 case study on the Dell Computer Corporation. In addition the companion website offers an additional new case study per chapter taken from the FT and the Guardian within the last year, e.g January 2001, The Guardian, case study on 'Big Names Move into E-Markets. Each case study is accompanied with comprehensive question and answer material. Referenced and updated Internet based exercises and applications at the end of every chapter allow the student to apply marketing principles to a variety of real company situations. Increased European and global focus. Extensive coverage of European and global brands such as Coffee-Mate ( p350, ) Absolut Vodka (p658), case study on Western Europe's Information Technology revolution (p20). This edition comes with myPHILIP online resources, offering a free, comprehensive and customizable homepage for students and lecturers providing a range of supplementary material for both the tutor and the student. Can be packaged with Pearson Education media products at a special price, including Palo Alto's Software Marketing PlanPro, and Pearson's own Mastering Business simulation CD's.