Principles of marketing
Author: Kotler, Philip ; Armstrong, GaryPublisher: Prentice Hall, 2008.Edition: 12th ed.Language: EnglishDescription: 599 p. : Graphs/Ill./Photos ; 29 cm.ISBN: 9780132390026Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Europe Campus Main Collection |
HF5415 .K636 2008
(Browse shelf) 32419001241914 |
Available | 32419001241914 |
Includes bibliographical references and index and glossary
Digitized
Principles of Marketing Brief Contents Preface xxi Part I 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 94 5 Consumer Markets and Consumer Buyer Behavior 128 6 Business Markets and Business Buyer Behavior 158 Part 3 Designing a Customer-Driven Marketing Strategy and Integrated Marketing Mix 182 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 182 8 Product, Services, and Branding Strategy 216 9 New-Product Development and Product Life-Cycle Strategies 250 10 Pricing Products: Understanding and Capturing Customer Value 282 11 Pricing Products: Pricing Strategies 306 12 Marketing Channels and Supply Chain Management 332 13 Retailing and Wholesaling 364 14 Communicating Customer Value: Integrated Marketing Communications Strategy 396 15 Advertising and Public Relations 424 16 Personal Selling and Sales Promotion 450 17 Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4 Extending Marketing 514 18 Creating Competitive Advantage 514 19 The Global Marketplace 540 20 Marketing Ethics and Social Responsibility 570 Appendix 1 Marketing Plan A-1 Appendix 2 Marketing by the Numbers A-11 Appendix 3 Careers in Marketing A-27 References R-1 Glossary G-1 Credits C-1 Index I-1
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