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Principles of marketing / Philip Kotler and Gary Armstrong

By: Contributor(s): Material type: TextTextPublication details: United States of America : Pearson Education South Asia Pte Ltd., c2002Edition: Ninth edition / Low Price EditionDescription: xxxi, 785, 53 pages : color illustrations ; 28 cmISBN:
  • 9814119962
Subject(s): LOC classification:
  • HF 5415 .K87 2002
Contents:
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
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex General Circulation Gen. Ed. - CBA GC HF 5415 .K87 2002 (Browse shelf(Opens below)) c.1 Available NULIB000005865
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GC HF 5415.I56 .V158 2002 vol.6 The power of vision / GC HF 5415.I56 .V158 2002 vol.9 The Power of faith / GC HF 5415.I56 .V158 2002 vol.10 The Power of riches / GC HF 5415 .K87 2002 Principles of marketing / GC HF 5415 .K87 2011 Principles of Marketing / GC HF 5438 .S78 2003 Management of a sales force / GC HF 5515.I56 .V35 2000 c.2 The Power of goals : how to achieve outstanding success /

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

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