Economy • Economy

Osnove marketinga

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong

"Marketing Fundamentals" (2006) by Philip Kotler, Veronica Wong, John Saunders, and Gary Armstrong is one of the most influential books on marketing.

The book covers fundamental concepts such as market research, segmentation, positioning, marketing mix (4Ps – product, price, distribution, promotion) and consumer behavior. The authors emphasize the importance of creating value for customers and adapting strategies to changing market conditions. In addition to theoretical foundations, the book also provides practical examples, analyzing global trends and the digitalization of marketing. The goal is to help managers and students understand how to effectively manage marketing in a competitive environment.

Original title

Principles of marketing

Translation

Maja Martinović, Emil Heršak, Ivanka Rajh, Ivana Grabar, Lidija Jelenić, Marina Kuzmić

Editor

Đuro Njavro

Dimensions

27 x 20 cm

Pages

958

Publisher

Mate d.o.o, Zagreb, 2006.

Latin alphabet. Hardcover.

Language: Croatian.

One copy is available

Condition:Used, excellent condition

Damages or inconvenience notice:

Underlined with pen/felt pen

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