Marketing : an introduction (Book, 2003) []
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Marketing : an introduction

Author: Gary Armstrong; Philip Kotler
Publisher: Upper Saddle River, NJ : Prentice Hall, ©2003.
Edition/Format:   Print book : CD for computer : Program   Computer File : English : 6th edView all editions and formats

Written for courses in "Principles of Marketing" at four-year and two-year colleges, this short overview aims to help students master the basic principles and practices of modern marketing in a  Read more...


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Genre/Form: Einführung
Additional Physical Format: Online version:
Armstrong, Gary (Gary M.).
Upper Saddle River, NJ : Prentice Hall, ©2003
Material Type: Program
Document Type: Book, Computer File
All Authors / Contributors: Gary Armstrong; Philip Kotler
ISBN: 0130351334 9780130351333 0131202758 9780131202757 0130475505 9780130475503 0273678183 9780273678182
OCLC Number: 47922889
Description: 1 volume (various pagings) : color illustrations ; 26 cm + 1 CD-ROM (4 3/4 in.)
Details: System requirements for accompanying CD-ROM: Windows 95 or higher; Mac OS 7.6 or later.
Contents: Marketing in a changing world : creating customer value and satisfaction --
Strategic planning and the marketing process --
Marketing in the Internet age --
The marketing environment --
Managing marketing information --
Consumer and business buyer behavior --
Market segmentation, targeting, and positioning for competitive advantage --
Product and services strategy --
New-product development and product life-cycle strategies --
Pricing products : pricing considerations and strategies --
Marketing channels and supply chain management --
Retailing and wholesaling --
Integrated marketing communications : advertising, sales promotion, and public relations --
Integrated marketing communications : personal selling and direct marketing --
The global marketplace --
Marketing and society : social responsibility and marketing ethics --
Appendix 1: Marketing arithmetic --
Appendix 2: Careers in marketing --
Notes --
Video cases --
Responsibility: Gary Armstrong, Philip Kotler.


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