Principles of marketing: An global perspective

• Main Authors: KOTLER, Philip., ARMSTRONG, Gary, ANG, Swee Hoon, LEONG, Siew Meng, TAN, Chin Tiong, YAU, Oliver
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6460
• Institution: Singapore Management University

Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts whether international or from within Asia that are pre...