Principles of marketing / Philip Kotler, Gary Armstrong.
By: Kotler, Philip.
Contributor(s): Armstrong, Gary (Gary M.).Material type: TextPublisher: Upper Saddle River, N.J.; New Delhi : Prentice-Hall International, 2001Edition: 9th ed.Description: xv, 785,  p. in various pagings : ill. ; 28 cm. +.ISBN: 0130263125 ; 9780130263124; 0130283290; 9780130283290; 0130883689 ; 9780130883681; 0130883794; 9780130883797; 8120318390.Subject(s): MarketingDDC classification: 658.8 Online resources: WorldCat details
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Includes bibliographical references.
Table of contents 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.