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Principles of marketing / Philip Kotler ... [et al.].

Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2008.Edition: 5th European edDescription: xxxv, 1020 p. : ill. (chiefly col.) ; 28 cm. ; pbkISBN:
  • 0273711563
  • 9780273711568
  • 9780273711568:
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Wicklow Campus Library Wicklow County Campus Lending 658.8 (Browse shelf(Opens below)) 1 Available 71559

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.

55.00

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