Principles of marketing (Book, 2004) []
skip to content
Principles of marketing

Principles of marketing

Author: Philip Kotler; Gary Armstrong
Publisher: Upper Saddle River, NJ : Pearson/Prentice Hall, ©2004.
Edition/Format:   Print book : English : 10th edView all editions and formats

This text uses practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. The new edition also offers expanded coverage of the  Read more...


(not yet rated) 0 with reviews - Be the first.

More like this

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...


Document Type: Book
All Authors / Contributors: Philip Kotler; Gary Armstrong
ISBN: 0131212761 9780131212763 0131019503 9780131019508 0131018612 9780131018617
OCLC Number: 863211149
Notes: Previous edition: 2001.
Description: 1 volume (various pagings) : illustrations (some color) ; 28 cm
Contents: I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing: Managing Profitable Customer Relationships. 2. Company and Marketing Strategy: Partnering to Build Customer Relationships. 3. Marketing in the Digital Age: Making New Customer Connections. II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES. 4. The Marketing Environment. 5. Managing Marketing Information. 6. Consumer Markets and Consumer Buyer Behavior. 7. Business Markets and Business Buyer Behavior. 8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. III. DEVELOPING THE MARKETING MIX. 9. Product, Services, and Branding Strategies. 10. New-Product Development and Product Life-Cycle Strategies. 11. Pricing Considerations and Approaches. 12. Pricing Strategies. 13. Marketing Channels and Supply Chain Management. 14. Retailing and Wholesaling. 15. Integrated Marketing Communication Strategy. 16. Advertising, Sales Promotion, and Public Relations. 17. Personal Selling and Direct Marketing. IV. MANAGING MARKETING. 18. Creating Competitive Advantage. 19. The Global Marketplace. 20. Marketing and Society: Social Responsibility and Marketing Ethics. APPENDIXES. 1. Measuring and Forecasting Demand. 2. Marketing Arithmetic. References. Credits. Glossary. Index.
Responsibility: Philip Kotler, Gary Armstrong.


Editorial reviews

Publisher Synopsis

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...

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...


Be the first.

Similar Items

Related Subjects:(3)

Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.