Marketing :
Armstrong, Gary
Marketing : an introduction / Gary Armstrong, Philip Kotler. - 5th ed. - Upper Saddle River, NJ ; New Delhi : Prentice Hall, c2000. - 1 v. (various pagings) : col. ill. ; 26 cm.
Kotler's name appears first on the earlier ed.
Includes bibliographical references and indexes.
I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. II. ANALYZING MARKETING OPPORTUNITIES. 3. The Global Marketing Environment. 4. Marketing Research and Information Systems. 5. Consumer and Business Buyer Behavior. III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX. 6. Market Segmentation, Targeting, and Positioning for Competitive Advantage. 7. Product and Services Strategies. 8. New-Product Development and Life-Cycle Strategies. 9. Pricing Products: Pricing Considerations and Strategies. 10. Distribution Channels and Logistics Management. 11. Retailing and Wholesaling. 12. Integrated Marketing Communications: Advertising and Public Relations. 13. Integrated Marketing Communications: Personal Selling and Sales Promotion. 14. Direct and On Line Marketing. IV. EXTENDING MARKETING. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix 1. Marketing Arithmetic. Appendix 2. Careers in Marketing. Glossary. Endnotes. Video Cases. Credits. Indices. TOC
ummary:
This text is designed to help students master the basic concepts and practices of modern marketing. The 5th edition contains information on environmental sustainability and management, and applications and exercises covering marketing on the Internet, at the end of each chapter.
013012771X 9780130127716 8178083531
99035215
Marketing.
HF5415 / .K625 2000
658.8 / ARM 2000
Marketing : an introduction / Gary Armstrong, Philip Kotler. - 5th ed. - Upper Saddle River, NJ ; New Delhi : Prentice Hall, c2000. - 1 v. (various pagings) : col. ill. ; 26 cm.
Kotler's name appears first on the earlier ed.
Includes bibliographical references and indexes.
I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. II. ANALYZING MARKETING OPPORTUNITIES. 3. The Global Marketing Environment. 4. Marketing Research and Information Systems. 5. Consumer and Business Buyer Behavior. III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX. 6. Market Segmentation, Targeting, and Positioning for Competitive Advantage. 7. Product and Services Strategies. 8. New-Product Development and Life-Cycle Strategies. 9. Pricing Products: Pricing Considerations and Strategies. 10. Distribution Channels and Logistics Management. 11. Retailing and Wholesaling. 12. Integrated Marketing Communications: Advertising and Public Relations. 13. Integrated Marketing Communications: Personal Selling and Sales Promotion. 14. Direct and On Line Marketing. IV. EXTENDING MARKETING. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix 1. Marketing Arithmetic. Appendix 2. Careers in Marketing. Glossary. Endnotes. Video Cases. Credits. Indices. TOC
ummary:
This text is designed to help students master the basic concepts and practices of modern marketing. The 5th edition contains information on environmental sustainability and management, and applications and exercises covering marketing on the Internet, at the end of each chapter.
013012771X 9780130127716 8178083531
99035215
Marketing.
HF5415 / .K625 2000
658.8 / ARM 2000