Основы маркетинга

Новое издание "Основ маркетинга" (европейское издание), написанное основателем науки маркетинга Филипом Котлером в соавторстве с Гари Армстронгом, Джоном Сондерсом и Вероникой Вонг, содержит основные положения теории маркетинга и примеры, взятые из деятельности европейских компаний. Наряду с базовыми сведениями читатель получит информацию о новых методических разработках в маркетинге и узнает, как меняется маркетинг с развитием технологий и изменением финансовой ситуации в мире. Кроме того, авторы рассказывают о маркетинге в Интернете и с помощью мобильной связи, о новых разработках в менеджменте продаж, приводят примеры составления бюджета маркетинга организации, объясняют, как используется в маркетинге (особенно в рекламе) статистика и психология. В последние годы общество предъявляет все более высокие требования, как к производителям товаров, так и к продавцам, и маркетинг, реагируя на изменившиеся запросы, становится все более социально ориентированным. Книга рассчитана на широкий круг читателей, в особенности изучающих маркетинг, рекламу, менеджмент.

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Principles of Marketing

Discover the fundamental principles of marketing with this European edition of "Principles of Marketing," co-authored by the father of modern marketing, Philip Kotler, alongside Gary Armstrong, John Saunders, and Veronica Wong. This comprehensive guide provides a solid foundation in marketing theory, enriched with real-world examples from leading European companies.

Book Overview and Main Themes:

This book delves into the core concepts of marketing, exploring how marketing evolves with technological advancements and shifts in the global financial landscape. It covers essential topics such as online and mobile marketing, sales management innovations, marketing budget development, and the application of statistics and psychology in advertising and marketing strategies. A key theme is the increasing social responsibility of marketing in response to evolving consumer demands.

Target Audience and Reading Level:

This book is ideal for students and professionals in marketing, advertising, and management. Its clear and accessible writing style makes it suitable for both beginners and those seeking to deepen their understanding of marketing principles. The content is relevant for undergraduate and graduate students, as well as marketing practitioners looking to stay ahead of industry trends.

Key Features and Benefits:

• Comprehensive Coverage: Master the essential principles of marketing with a thorough and up-to-date guide.
• European Perspective: Gain insights from real-world examples of successful European companies.
• Practical Applications: Learn how to apply marketing theory to practical business scenarios.
• Cutting-Edge Insights: Stay informed about the latest developments in online marketing, mobile marketing, and sales management.
• Socially Responsible Marketing: Understand the importance of ethical and socially responsible marketing practices.

Why Readers Should Choose This Book:

Whether you're a student embarking on your marketing journey or a seasoned professional seeking to refresh your knowledge, "Principles of Marketing" offers a comprehensive and insightful exploration of the marketing landscape. Its blend of theoretical foundations and practical examples, coupled with its focus on European business practices, makes it an invaluable resource for anyone looking to succeed in the dynamic world of marketing. Choose this book to gain a competitive edge and develop a deep understanding of how to create value for customers and build lasting relationships.