Principles of marketing / 
Philip Kotler ... [et al.] 
 - 2nd ed. 
 - [Frenchs Forest, N.S.W.] :  Prentice Hall,  c2003. 
 - xxiii, 656 p. :  ill. (some col.) ;  26 cm. 
<br/><br/> Includex index. 
<br/><br/>Bibliography : p. 610- 625. 
<br/><br/>Pt.  One : Creating excitement and value.  Ch.  1.  Marketing creating excitement and value.  2.  Strategic marketing and planning.  - Pt.  Two.  Market behaviour and strategies. Ch.  3.  The global marketing environment.  Ch.  4.  Information management and marketing research.  Ch.  5.  Consumer market behaviour.  Ch.  6.  Business market behaviour.  Ch. 7.  Market segmentation, targeting and positioning.  - Pt. Three : Developing the marketing mix.  Ch.  8.  Products, goods, services and experiences.  Ch.  9.  New products.  Ch. 10.  Pricing considerations and approaches.  Ch.  11.  Placement.  Ch.  12.  IMC : Advertising and public relations.  Ch.  13.  IMC : Sales promotion and selling.  Ch.  14.  IMC : Direct and online marketing.  - Pt.  Four : Extending market.  Ch.  1.  Connecting with the borderless global markets. Ch.  16.  Ethics and marketing compliance.  - References.  - Answers to concept check questions.  - Answers to self-check questions.  - Glossary.  - Photo / ad credits.  - Index. 
<br/><br/><label>ISBN: </label>1740098110 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / PRI