Principles of marketing /
Kotler, Philip
Principles of marketing / Philip Kotler and Gary Armstrong - Ninth edition / International Edition - New Jersey : Prentice Hall, Inc., c2001 - xxxi, 785 pages : color illustrations ; 28 cm .
Includes index.
I. 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 -- II. 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 -- III. 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 -- IV. Managing marketing -- Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics
130283290
MARKETING
HF 5415 .K87 2001
Principles of marketing / Philip Kotler and Gary Armstrong - Ninth edition / International Edition - New Jersey : Prentice Hall, Inc., c2001 - xxxi, 785 pages : color illustrations ; 28 cm .
Includes index.
I. 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 -- II. 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 -- III. 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 -- IV. Managing marketing -- Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics
130283290
MARKETING
HF 5415 .K87 2001