Basics of marketing

The new edition of the "Fundamentals of Marketing" (European edition), written by the founder of the science of marketing by Philip Kotler in co -authorship with Gary Armstrong, John Senders and Veronika Wong, contains the main provisions of marketing theory and examples taken from the activities of European companies. Along with basic information, the reader will receive information about new methodological developments in marketing and will learn how marketing with the development of technology and changing the financial situation in the world changes. In addition, the authors talk about marketing on the Internet and with the help of mobile communications, about new developments in sales management, give examples of compiling the organization marketing budget, explain how it is used in marketing (especially in advertising) statistics and psychology. In recent years, society has been making ever higher requirements for both manufacturers of goods and sellers, and marketing, responding to the changed requests, is becoming increasingly oriented.
The book is designed for a wide range of readers, especially studying marketing, advertising, management.
5th European edition