Principles of marketing / Philip Kotler, Gary Armstrong

Author:: Kotler, Philip
Published:: Upper Saddle River, NJ : Prentice Hall, [2001]
Copyright Date:: ©2001
Edition:: 9th ed.
Physical Description:: 1 volume (various pagings) : illustrations (some color) ; 29 cm + 1 computer disc (4 3/4 in.)
Additional Creators:: Armstrong, Gary (Gary M.)

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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.

Subject(s):

Marketing

ISBN:

0130263125 (hardcover)
0130283290

Bibliography Note:

Includes bibliographical references and indexes.

Technical Details:

System requirements for accompanying computer disc: Windows 95, 98, NT, or 2000.

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