Marketing : an introduction /
Gary Armstrong, Philip Kotler
- 6th ed.
- Upper Saddle River, N.J. : Prentice Hall, c2003
- xxvi, 625 p. : ill. (some col.) ; 26 cm. + transparencies (1 v. (loose-leaf) in a box) + 2 electronic optical disc (CD-ROM) (4 3/4 in.)
Pt. 1. Understanding Marketing and the Marketing Process. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. - Pt. 2. Assessing Opportunities in a Dynamic Marketing Environment. 3. Marketing in the Internet Age. 4. The Marketing Environment. 5. Managing Marketing Information. 6 Consumer and Business Buyer Behavior. Pt. 3. Developing Marketing Strategy and the Marketing Mix. 7. Marketing Segmentation, Targeting, and Positioning for Competitive Advantage. 8. Product and Service Strategies. 9. New-Product Development and Product Life-Cycle Strategies. 10. Pricing Products: Pricing Considerations and Strategies. 11. Marketing Channels and Supply Chain Management. 12. Retailing and Wholesaling. 13. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations. 14. Integrated Marketing Communications: Personal Selling and Direct Marketing. - Pt.. Extending Marketing. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. - Appendix 1. Marketing Arithmetic. - Appendix 2. Careers in Marketing. - Notes. - Video Cases. - Glossary. - Credits. - Indexes.
1 electronic optical disc (CD-ROM) : Instructor's resource CD-ROM [for] Marketing : an introduction, 6th ed. [by] Gary Armstrong, Philip Kotler. ISBN 0130353965 1 electronic optical disc (CD-ROM) : Mastering [marketing] to accompany Amstrong & Kotler's [Marketing : an introduction, 6/e.], Universal CD ed. ISBN 0130475505 Marketing : an introduction : overhead transparencies, 6th ed. [by] Gary Armstrong, Philip Kotler. ISBN 0130353930. Transparencies cover chapters 1-16