Principles of marketing / Philip Kotler, Gary Armstrong.
Material type: TextPublication 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)
- 658.8
- .K636 2001
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General Lending | Carlow Campus Library General Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 40386 | |
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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