000			01851nam a2200229Ia 4500
003			NULRC
005			20250520100550.0
008			250520s9999 xx 000 0 und d
020			_a130283290
040			_cNULRC
050			_aHF 5415 .K87 2001
100			_aKotler, Philip _eauthor
245		0	_aPrinciples of marketing / _cPhilip Kotler and Gary Armstrong
250			_aNinth edition / International Edition
260			_aNew Jersey : _bPrentice Hall, Inc., _cc2001
300			_axxxi, 785 pages : _bcolor illustrations ; _c28 cm .
504			_aIncludes index.
505			_aI. 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
650			_aMARKETING
700			_aArmstrong, Gary _eco-author
942			_2lcc _cBK
999			_c8105 _d8105