Osnove marketinga
"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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