TY  - BOOK
AU  - Kurtz, David L.
TI  - Principles of Marketing
SN  - 9789814296694
AV  - HF 5415 .K87 2011 
PY  - 2011///
CY  - [Place of publication not identifed]
PB  - [publisher not identified]
KW  - MARKETING
N1  - Includes index; Chapter 1. Marketing: The art and science of satisfying customer -- Chapter 2. Strategic planning in contemporary marketing -- Chapter 3. The marketing environment, ethics, and social responsibility -- Chapter 4. E-business: Managing the customer experience -- Chapter 5. Consumer behavior -- Chapter 6. Business-to-business (B2B) marketing -- Chapter 7. Global marketing -- Chapter 8. Marketing research and sales forecasting -- Chapter 9. Market segmentation, targeting, and positioning -- Chapter 10. Relationship marketing and customer relationship management (CRM) -- Chapter 11. Product and service strategies -- Chapter 12. Developing and managing brand and product categories -- Chapter 13. Marketing channels and supply chain management -- Chapter 14. Retailers, wholesalers, and direct marketers -- Chapter 15. Integrated marketing communications -- Chapter 16. Advertising and public relations -- Chapter 17. Personal selling and sales promotion -- Chapter 18. Pricing concepts -- Chapter 19. Pricing strategies
ER  -