Principes de marketing 15e éd. + MyLab (2 ans)

Principes de marketing offre une initiation attractive, accessible et complète aux principaux domaines du marketing. Loin de proposer un simple résumé de Marketing Management, Principes de marketing constitue un formidable support d'apprentissage, particulièrement adapté aux étudiants de premier cycle.
L'ouvrage est un manuel généraliste d'introduction au Marketing. It is structured in a simple, clear and coherent manner for all marketing courses (definitions, strategy, markets and consumers, product, price, distribution and communication).
The examples, encadrés, as well as the cases are adapted to the French and European context. They have all been updated or revised in the course of this 15th edition.
The approach is absolutely concrete, in a way that illustrates the concepts and shows how well-known companies (or not) deal with and solve marketing issues. The pedagogy is supported by precise objectives per chapter, a progressive and complete treatment of the fundamental topics, a systematic approach to the themes and encounters, a definition of marketing, and a description of the main topics.s, une définition de tous les termes importants en fin d'ouvrage, des résumés structurés&#8230 puis des questions de réflexions et d'application, ainsi que des mini-cas.