000			01585nam a2200205Ia 4500
003			NULRC
005			20250520094809.0
008			250520s9999 xx 000 0 und d
020			_a9789814296694
040			_cNULRC
050			_aHF 5415 .K87 2011
100			_aKurtz, David L. _eauthor
245		0	_aPrinciples of Marketing / _cDavid L. Kurtz
260			_a[Place of publication not identifed] : _b[publisher not identified], _cc2011
300			_a820 pages ; _c23 cm.
504			_aIncludes index.
505			_aChapter 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
650			_aMARKETING
942			_2lcc _cBK
999			_c2844 _d2844