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Principles of marketing / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2001.Edition: 9th edDescription: xxxi, 785, [53] p. : col. ill. ; 28 cm. + 1 computer optical disc (4 3/4 in.)ISBN:
  • 9780130263124
  • 0130263125 (hardcover)
Subject(s): DDC classification:
  • 658.8
LOC classification:
  • .K636 2001
Contents:
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 -- 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 -- 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 -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Checked out 03/12/2018 40384
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 40385
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 40386
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 40387
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 40388
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Checked out 27/08/2020 62509
General Lending Wexford Campus Library Wexford General Lending 658.8 (Browse shelf(Opens below)) 1 Available 40389
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 64265

CW948

CW011, CW012, CW015, CW088, CW100, CW101, CW122

CW707

CW738

CW818

CW906

CW916

Includes bibliographical references and indexes.

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 -- 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 -- 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 -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.

30.00

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