| 000 | 02697cam a22003254i 4500 | ||
|---|---|---|---|
| 999 |
_c3056 _d3056 |
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| 001 | 11923787 | ||
| 005 | 20210325114002.0 | ||
| 008 | 000228s2001 njua b 001 0 eng d | ||
| 020 | _a0130263125 (hardcover) | ||
| 040 |
_aEG-NcFUE _cDLC _dDLC _erda |
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| 082 | 0 | 0 |
_a658.8 _221 _bK.P.P |
| 100 | 1 |
_aKotler, Philip. _912345 _eauthor |
|
| 245 | 1 | 0 |
_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong. |
| 250 | _aNinth edition | ||
| 264 | 1 |
_aUpper Saddle River, N.J. : _bPrentice Hall, _c[2001] |
|
| 264 | 4 | _a©2001. | |
| 300 |
_axxxi, 785, [53] pages : _bcolor illustrations ; _c28 cm + _e1 computer optical disc (4 3/4 inch) |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 504 | _aIncludes bibliographical references and indexes. | ||
| 505 | 0 | _aUnderstanding 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. | |
| 520 | _aThis 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. | ||
| 650 | 0 |
_aMarketing. _912346 |
|
| 700 | 1 |
_aArmstrong, Gary _q(Gary M.) _912347 _ejoint author |
|
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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