TY  - BOOK
AU  - Armstrong Gary
AU  - Kotler Philip
AU  - Saunders John
AU  - Wong Veronica
TI  - Principles of Marketing / Third European Edition
SN  - 273646621
PY  - 2002///
PB  - Financial Times - Prentice Hall
N2  - One of the leading and most authoritative marketing textbook.  Preface, Acknowledgements, Marketing and the Marketing Process, Marketing in a Changing World: Satisfying Human Needs, Marketing and Society: Social Responsibility and Marketing Ethics, Strategic Marketing Planning, The Marketing Setting, The Marketing Environment, The Global Marketplace, Consumer Buyer Behavior, Business-to-Business Marketing, Market Information and Marketing, Core Strategy, Market Segmentation and Targeting Satisfying Human Needs, Positioning, Building Customer Relationship: Customer Satisfaction and Quality and Value and Service, Product, Brands and Products and Packaging and Support Services, New-Product Development and Product Life-Cycle Strategies, Marketing Services, Price, Pricing Considerations and Approaches, Pricing Strategies, Promotion, Integrated Marketing Communication Strategy, Mass Communications: Advertising and Sales Promotion and Public Relations, Personal Selling and Sales Management, Place, Managing Marketing Channels, Subject index, Glossary
ER  -