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Principles of marketing

Author: Philip Kotler; Gary Armstrong
Publisher: Upper Saddle River, NJ : Prentice Hall, ©1999.
Series: Prentice-Hall series in marketing.
Edition/Format:   Print book : CD for computer : Document   Computer File : English : 8th edView all editions and formats
Summary:
A practical, managerial approach to marketing. Provides practical examples and applications showing the major decisions that marketing managers face in their efforts to balance the organizational objectives and resources against needs and opportunities in the market place.
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Details

Material Type: Document, Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Philip Kotler; Gary Armstrong
ISBN: 0139570020 9780139570025 0130961906 9780130961907
OCLC Number: 38738796
Description: 1 volume (various pagings) : color illustrations ; 29 cm + 1 computer optical disc (4 3/4 in.).
Details: System requirements for accompanying computer disc: Windows 95.
Contents: Part 1. Defining Marketing and the Marketing Process --
1. Marketing: Creating and Capturing Customer Value --
2. Company and Marketing Strategy: Partnering to Build Customer Relationships --
Part 2. Understanding the Marketplace and Consumers --
3. The Marketing Environment --
4. Managing Marketing Information to Gain Customer Insights --
5. Consumer Markets and Consumer Buyer Behavior --
6. Business Markets and Business Buyer Behavior --
Part 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix --
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers --
8. Product, Services, and Brands: Building Customer Value --
9. New-Product Development and Life-Cycle Strategies --
10. Pricing: Understanding and Capturing Customer Value --
11. Pricing Strategies --
12. Marketing Channels: Delivering Customer Value --
13. Retailing and Wholesaling --
14. Communicating Customer Value: Integrated Marketing Communication Strategy --
15. Advertising and Public Relations --
16. Personal Selling and Sales Promotion --
17. Direct and Online Marketing: Building Direct Customer Relationships --
Part 4. Extending Marketing --
18. Creating Competitive Advantage --
19. The Global Marketplace --
20. Marketing Ethics and Social Responsibility --
Appendixes --
1. Marketing Plan --
2. Marketing by the Numbers --
3. Careers in Marketing.
Series Title: Prentice-Hall series in marketing.
Responsibility: Philip Kotler, Gary Armstrong.

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An introductory text on the principles of marketing.  Read more...

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