Principles of marketing /
Kotler, Philip.
Principles of marketing / Philip Kotler, Gary Armstrong. - Twelfth edition. - xxxii, 599, [99] pages : illustrations (chiefly color) ; 29 cm.
Includes bibliographical references (p. R-1-R-30) and indexes.
Part 1-Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 22. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2-Understanding the Marketplace and Consumers 62 3. The Marketing Environment 624. Managing Marketing Information 945. Consumer Markets and Consumer Buyer Behavior 1286. Business Markets and Business Buyer Behavior 158 Part 3-Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 1828. Product, Services, and Branding Strategies 2169. New-Product Development and Life-Cycle Strategies 25010. Pricing Products: Understanding and Capturing Customer Value 28211. Pricing Products: Pricing Strategies 30612. Marketing Channels and Supply Chain Management 33213. Retailing and Wholesaling 36414. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 42416. Personal Selling and Sales Promotion 45017. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4-Extending Marketing 514 18. Creating Competitive Advantage 51419. The Global Marketplace 54020. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-12. Marketing by the Numbers A-113. Careers in Marketing A-27References R-1Glossary G-1Credits C-1Index I-1
For the Principles of Marketing course. The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.
9780132390026 (hbk. : alk. paper) 0132390027 (hbk. : alk. paper) 9780132389877 (Study guide) 0132389878 (Study guide) 9780132390033 (Instructor's manual/Video guide) 0132390035 (Instructor's manual/Video guide) 9780137128273 (pbk., International ed.) 0137128274 (pbk., International ed.)
2007000562
Marketing.
658.8 / K.P.P
Principles of marketing / Philip Kotler, Gary Armstrong. - Twelfth edition. - xxxii, 599, [99] pages : illustrations (chiefly color) ; 29 cm.
Includes bibliographical references (p. R-1-R-30) and indexes.
Part 1-Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 22. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2-Understanding the Marketplace and Consumers 62 3. The Marketing Environment 624. Managing Marketing Information 945. Consumer Markets and Consumer Buyer Behavior 1286. Business Markets and Business Buyer Behavior 158 Part 3-Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 1828. Product, Services, and Branding Strategies 2169. New-Product Development and Life-Cycle Strategies 25010. Pricing Products: Understanding and Capturing Customer Value 28211. Pricing Products: Pricing Strategies 30612. Marketing Channels and Supply Chain Management 33213. Retailing and Wholesaling 36414. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 42416. Personal Selling and Sales Promotion 45017. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4-Extending Marketing 514 18. Creating Competitive Advantage 51419. The Global Marketplace 54020. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-12. Marketing by the Numbers A-113. Careers in Marketing A-27References R-1Glossary G-1Credits C-1Index I-1
For the Principles of Marketing course. The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.
9780132390026 (hbk. : alk. paper) 0132390027 (hbk. : alk. paper) 9780132389877 (Study guide) 0132389878 (Study guide) 9780132390033 (Instructor's manual/Video guide) 0132390035 (Instructor's manual/Video guide) 9780137128273 (pbk., International ed.) 0137128274 (pbk., International ed.)
2007000562
Marketing.
658.8 / K.P.P