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Principles of marketing

Author: Philip Kotler; Gary Armstrong
Publisher: New Delhi : Prentice Hall of India, 2005.
Edition/Format:   Print book : English : 11th edView all editions and formats
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Document Type: Book
All Authors / Contributors: Philip Kotler; Gary Armstrong
ISBN: 8120328256 9788120328259
OCLC Number: 818817013
Description: (Various pagening) : illustrations (some color) ; 28 cm
Contents: Marketing --
Company and marketing strategy : partnering to build customer relationships --
The marketing environment --
Managing marketing information --
Consumer markets and consumer buyer behavior --
Business markets and business buyer behavior --
Segmentation, targeting, and positioning : building the right relationships with the right customers --
Product, services, and branding strategy --
New-product development and product life-cycle strategies --
Pricing products : pricing considerations and strategies --
Pricing products : pricing strategies --
Marketing channels and supply chain management --
Retailing and wholesaling --
Integrated marketing communications strategy --
Personal selling and direct marketing --
Creating competitive advantage --
Marketing in the digital age --
The global marketplace --
Marketing and society : social responsibilityand marketing ethics.
Responsibility: by Philip Kotler and Gary Armstrong.

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