Markets are changing fast. New markets are emerging, trading blocks are extending and communications channels about products and selling them are changing at a revolutionary pace. The signs of this change are everywhere in this text. Many people will use Principles of Marketing alongside its associated CDROM, Interactive Marketing. An increasing number of references are now Website addresses that anyone can access from their PC. Yet amid this turmoil some issues remain the same. Products change continuously, but the great brands shine through like storm-swept lighthouses: Coca-Cola, Nokia, Sony, BMW, Saab and Shell, to name but a few | Principles I I Marketing Second European Edition Philip Kotler Gary Armstrong John Saunders Veronica Wong A 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. Principles I 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 wootten International Business School Breda The Netherlands Marketing There are few equivalent alternatives to Principles of Marketing when it comes 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 IIELGESSON 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 Strathclyde 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 SCHLEGELMILCH 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 .
