Page 5 -
P. 5
Editor-in-Chief: Stephanie Wall Senior Manufacturing Controller, Global Edition: Trudy Kimber
Acquisitions Editor: Mark Gaffney Manager, Media Production, Global Edition: M. Vikram Kumar
Program Manager Team Lead: Ashley Santora Acquisitions Editor, Global Edition: Steven Jackson
Program Manager: Jennifer M. Collins Assistant Project Editor, Global Edition: Priyanka Shivadas
Editorial Assistant: Daniel Petrino Manager of Learning Applications: Paul Deluca
Vice President, Product Marketing: Maggie Moylan Digital Editor: Brian Surette
Director of Marketing, Digital Services and Products: Jeanette Koskinas Digital Studio Manager: Diane Lombardo
Executive Product Marketing Manager: Anne Fahlgren Digital Studio Project Manager: Robin Lazrus
Field Marketing Manager: Lenny Ann Raper Digital Studio Project Manager: Alana Coles
Senior Strategic Marketing Manager: Erin Gardner Digital Studio Project Manager: Monique Lawrence
Project Manager Team Lead: Judy Leale Digital Studio Project Manager: Regina DaSilva
Senior Project Manager: Jacqueline A. Martin Full-Service Project Management and Composition: S4Carlisle
Operations Specialist: Carol Melville
Cover Designer: Lumina Datamatics Ltd. Publishing Services
Cover Image: Vasya Kobelev/Shutterstock Printer/Binder: Courier Kendallville
Vice President, Director of Digital Strategy & Assessment: Paul Gentile Cover Printer: Courier Kendallville
Text Font: Palatino 9/11.5
Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in
the documents and related graphics published as part of the services for any purpose. All such documents and related
graphics are provided “as is” without warranty of any kind. Microsoft and/or its respective suppliers hereby disclaim
all warranties and conditions with regard to this information, including all warranties and conditions of merchantability,
whether express, implied or statutory, fitness for a particular purpose, title and non-infringement. In no event shall
Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages
whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action,
arising out of or in connection with the use or performance of information available from the services.
The documents and related graphics contained herein could include technical inaccuracies or typographical errors.
Changes are periodically added to the information herein. Microsoft and/or its respective suppliers may make
improvements and/or changes in the product(s) and/or the program(s) described herein at any time. Partial screen
shots may be viewed in full within the software version specified.
Trademarks
Microsoft® Windows and Microsoft Office® are registered trademarks of the Microsoft corporation in the U.S.A. and
other countries. This book is not sponsored or endorsed by or affiliated with the Microsoft corporation.
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsonglobaleditions.com
© Pearson Education Limited 2016
The rights of Philip Kotler and Gary Armstrong to be identified as the authors of this work have been asserted by
them in accordance with the Copyright, Designs and Patents Act 1988.
Authorized adaptation from the United States edition, entitled Principles of Marketing, 16/e,
ISBN 978-0-133-79502-8, by Philip Kotler and Gary Armstrong, published by Pearson Education © 2016.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmittedin
any form or by any means, electronic, mechanical, photocopying, recording or otherwise, withouteither the prior
written permission of the publisher or a license permitting restricted copying in the United Kingdom issued by the
Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, LondonEC1N 8TS.
All trademarks used herein are the property of their respective owners.The use of any trademark in thistext does
not vest in the author or publisher any trademark ownership rights in such trademarks, nor doesthe use of such
trademarks imply any affiliation with or endorsement of this book by such owners.
ISBN 10: 1-292-09248-3
ISBN 13: 978-1-292-09248-5 (Print)
ISBN 13: 978-1-292-09249-2 (PDF)
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
14 13 12 11 10 9 8 7 6 5 4 3 2 1
Typeset by S4Carlisle Publishing Services in Palatino 9/11.5 pt.
Printed and Bound by Courier Kendallville in The United States of America.