Kotler, Philip.

Principles of marketing / Philip Kotler, Gary Armstrong. - 9th ed. - Upper Saddle River, N.J.; New Delhi : Prentice-Hall International, 2001. - xv, 785, [55] p. in various pagings : ill. ; 28 cm. +

Includes bibliographical references.

Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction --
Strategic planning and the marketing process --
The marketing environment --
Developing marketing opportunities and strategies. Marketing research and information systems --
Consumer markets and consumer buyer behavior --
Business markets and business buyer behavior --
Market segmentation, targeting, and positioning for competitive advantage --
Developing the marketing mix. Product and services strategy --
New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches --
Pricing products: pricing strategies --
Distribution channels and logistics management --
Retailing and wholesaling --
Integrated marketing communications strategy --
Advertising, sales promotion, and public relations --
Personal selling and sales management --
Direct and online marketing: the new marketing model --
Managing marketing. Competitive strategies: attracting, retaining, and growing customers --
The global marketplace --
Marketing and society: social responsibility and marketing ethics --
Appendix 1: Measuring and forecasting demand --
Appendix 2: Marketing arithmetic --
Appendix 3: Careers in marketing. Table of contents



0130263125 9780130263124 0130283290 9780130283290 0130883689 9780130883681 0130883794 9780130883797 8120318390


Marketing.

658.8 / KOP 2001

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