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Marketing : an introduction

Author: Gary Armstrong; Philip Kotler
Publisher: Upper Saddle River, N.J. : Pearson/Prentice Hall, [2004]
Edition/Format:   Print book : English : 7th edView all editions and formats
Summary:

Helps students master modern marketing principles and practices. This text has a 16 chapter organization and contains several video cases, presentation resources, a Driver's Manual student study  Read more...

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Genre/Form: Einführung
Document Type: Book
All Authors / Contributors: Gary Armstrong; Philip Kotler
ISBN: 0131273124 9780131273122 9780131865914 0131865919
OCLC Number: 55076229
Notes: "International edition."
Description: 707 pages (various pagings) : illustrations (chiefly color) ; 26 cm
Contents: I. DEFINING MARKETING AND THE MARKETING PROCESS. 1. Marketing: Managing Profitable Customer Relationships. 2. Company and Marketing Strategy: Partnering to Build Customer Relationships. II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS. 3. The Marketing Environment. 4. Managing Marketing Information. 5. Consumer and Business Buyer Behavior. III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX. 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. 7. Product, Services, and Branding Strategies. 8. New-Product Development and Product Life-Cycle Strategies. 9. Pricing Considerations and Strategies. 10. Marketing Channels and Supply Chain Management. 11. Retailing and Wholesaling. 12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations. 13. Integrated Marketing Communication: Personal Selling and Direct Marketing. IV. EXTENDING MARKETING. 14. Marketing in the Digital Age. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix 1. Sample Marketing Plan. Appendix 2. Video Cases (one per chapter). Appendix 3. Marketing Arithmetic. Appendix 4. Careers in Marketing. Glossary/Index.
Responsibility: Gary Armstrong, Philip Kotler.

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What reviewers are saying about Philip Kotler and Gary Armstrong's recent work (Principles of Marketing and Marketing: An Introduction):"I have aggressively sought to utilize various assessment tools Read more...

 
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