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Principles of marketing

Author: Kotler, Philip ; Armstrong, GaryPublisher: Prentice Hall, 2005.Edition: 11th ed.Language: EnglishDescription: 651 p. ; 25 cm.ISBN: 1405836555Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415 .K636 2005
(Browse shelf)
001159718
Available 001159718
Total holds: 0

Includes bibliographical references and index and glossary

Digitized

Principles of Marketing Brief Contents Preface xiv PART 1 Defining Marketing and the Marketing Process 2 1 Marketing: Managing Profitable Customer Relationships 2 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 34 PART 2 Understanding the Marketplace and Consumers 62 3 The Marketing Environment 62 4 Managing Marketing Information 98 5 Consumer Markets and Consumer Buyer Behavior 134 6 Business Markets and Business Buyer Behavior 168 PART 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix 192 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 192 8 Product, Services, and Branding Strategies 230 9 New-Product Development and Life-Cycle Strategies 272 10 Pricing Products: Pricing Considerations and Approaches 304 11 Pricing Products: Pricing Strategies 330 12 Marketing Channels and Supply Chain Management 358 13 Retailing and Wholesaling 394 14 Integrated Marketing Communications Strategy 424 15 Advertising, Sales Promotion, and Public Relations 452 16 Personal Selling and Direct Marketing 484 PART 4 Extending Marketing 524 17 Creating Competitive Advantage 524 18 Marketing in the Digital Age 550 19 The Global Marketplace 586 20 Marketing Ethics and Social Responsibility 618 APPENDICES 1 Marketing Plan A-1 2 Measuring and Forecasting Demand A-12 3 Marketing Math A-19 4 Careers in Marketing A-24

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