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Principles of marketing

Author: Philip Kotler; Gary Armstrong
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©2001.
Edition/Format:   Print book : CD for computer : Program   Computer File : English : 9th edView all editions and formats
Summary:

This 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  Read more...

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Material Type: Program
Document Type: Book, Computer File
All Authors / Contributors: Philip Kotler; Gary Armstrong
ISBN: 0130263125 9780130263124 0130283290 9780130283290 0130883689 9780130883681 0130883794 9780130883797 0130293687 9780130293688
OCLC Number: 43561943
Description: xxxi, 785, [53] pages : color illustrations ; 28 cm + 1 computer optical disc (4 3/4 in.)
Details: System requirements for accompanying computer disc: Windows 95/98/NT/2000.
Contents: Understanding 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.
Responsibility: Philip Kotler, Gary Armstrong.

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