Principles of marketing /
Kotler, Philip.
Principles of marketing / Philip Kotler, Gary Armstrong. - Ninth edition - xxxi, 785, [53] pages : color illustrations ; 28 cm + 1 computer optical disc (4 3/4 inch)
Includes bibliographical references and indexes.
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.
This text shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings. It provides real-life examples, showing the major decisions that marketing managers face.
0130263125 (hardcover)
Marketing.
658.8 / K.P.P
Principles of marketing / Philip Kotler, Gary Armstrong. - Ninth edition - xxxi, 785, [53] pages : color illustrations ; 28 cm + 1 computer optical disc (4 3/4 inch)
Includes bibliographical references and indexes.
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.
This text shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings. It provides real-life examples, showing the major decisions that marketing managers face.
0130263125 (hardcover)
Marketing.
658.8 / K.P.P