Principles of marketing /
Principles of marketing /
Philip Kotler ... [et al.].
- 5th European ed.
- Upper Saddle River, N.J. : Pearson Prentice Hall, c2008.
- xxxv, 1020 p. : ill. (chiefly col.) ; 28 cm. ; pbk.
Edition for U.S. published under: Principles of marketing / Philip Kotler, Gary Armstrong. 12th ed., c2008. CW011, CW012, CW015, CW088, CW100, CW101, CW122, CW707, CW738, CW818, CW906, CW018, CW916, CW948
Marketing -- Sustainable marketing: marketing ethics and social responsibility -- Strategic marketing -- The marketing environment -- Consumer markets -- Business-to-business marketing -- Marketing research -- Relationship marketing -- Segmentation and positioning -- Competitive strategy -- Product and branding strategy -- New-product development and product life-cycle strategies -- Marketing services000 Previewing the concepts000 Prelude case Stena Line: sailing out of troubled waters000 Introduction000 Nature and characteristics of a service000 lDefining services and categories of service mix -- Pricing -- Communicating customer value: integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- Managing marketing channels -- The global marketplace.
0273711563 9780273711568 9780273711568: £45.99
2008003309
Marketing.
Business and Management.
Sales & marketing
658.8
Edition for U.S. published under: Principles of marketing / Philip Kotler, Gary Armstrong. 12th ed., c2008. CW011, CW012, CW015, CW088, CW100, CW101, CW122, CW707, CW738, CW818, CW906, CW018, CW916, CW948
Marketing -- Sustainable marketing: marketing ethics and social responsibility -- Strategic marketing -- The marketing environment -- Consumer markets -- Business-to-business marketing -- Marketing research -- Relationship marketing -- Segmentation and positioning -- Competitive strategy -- Product and branding strategy -- New-product development and product life-cycle strategies -- Marketing services000 Previewing the concepts000 Prelude case Stena Line: sailing out of troubled waters000 Introduction000 Nature and characteristics of a service000 lDefining services and categories of service mix -- Pricing -- Communicating customer value: integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- Managing marketing channels -- The global marketplace.
0273711563 9780273711568 9780273711568: £45.99
2008003309
Marketing.
Business and Management.
Sales & marketing
658.8