Principles of marketing / Philip Kotler, Gary Armstrong.

By:

Kotler, Philip [author]

Contributor(s):

Armstrong, Gary (Gary M.) [joint author]

Material type: Text

TextPublisher: Upper Saddle River, N.J. : Prentice Hall, [2001]Copyright date: ©2001. Edition: Ninth editionDescription: xxxi, 785, [53] pages : color illustrations ; 28 cm + 1 computer optical disc (4 3/4 inch)Content type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0130263125 (hardcover)

Subject(s):

Marketing

DDC classification:

658.8 21 K.P.P

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.

Summary: 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.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 K.P.P (Browse shelf(Opens below))	Available		00001345

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.

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