Principles of marketing /
Kotler, Philip
Principles of marketing / Philip Kotler and Gary Armstrong - Ninth edition / Low Price Edition - United States of America : Pearson Education South Asia Pte Ltd., c2002 - xxxi, 785, 53 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
9814119962
MARKETING
HF 5415 .K87 2002
Principles of marketing / Philip Kotler and Gary Armstrong - Ninth edition / Low Price Edition - United States of America : Pearson Education South Asia Pte Ltd., c2002 - xxxi, 785, 53 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
9814119962
MARKETING
HF 5415 .K87 2002