Principles of marketing /
Kotler, Philip, author.
Principles of marketing / Philip Kotler and Gary Armstrong. - Eleventh edition. - Upper Saddle River, New Jersey : Pearson Prentice Hall, c2006. - xx, 651 pages ; A-33, :R-28 ; C-3 ; G-10 ; I-20 : color illustrations ; 28 cm
Includes bibliographical references and index.
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 responsibility and marketing ethics
The 11th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed
In English text.
0131469185 (Hardback)
Marketing.
CIR HF 5415 / K68 2006
658.8 / K848p 2006
Principles of marketing / Philip Kotler and Gary Armstrong. - Eleventh edition. - Upper Saddle River, New Jersey : Pearson Prentice Hall, c2006. - xx, 651 pages ; A-33, :R-28 ; C-3 ; G-10 ; I-20 : color illustrations ; 28 cm
Includes bibliographical references and index.
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 responsibility and marketing ethics
The 11th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed
In English text.
0131469185 (Hardback)
Marketing.
CIR HF 5415 / K68 2006
658.8 / K848p 2006