Principles of marketing /
Philip Kotler, Gary Armstrong
- 10th ed., Int. ed.
- Upper Saddle River, N.J. : Pearson/Prentice Hall, c2004
- xxix, 661, [76] p. : ill. (some col.) ; 28 cm. + 2 electronic optical dics (CD-ROM) (4 3/4 in.)
Catalogued based on Int ed. TCSS : Copy is in hardcover binding (56711)
About the Authors. - Preface. - Pt. 1. Understanding Marketing And The Marketing Process. Ch. 1: Marketing : Managing Profitable Customer Relationships. Ch. 2 : Company and Marketing Strategy : Partnering to Build Customer Relationships. Ch. 3 : Marketing in the Digital Age : Making New Customer Connections. - Pt. II. Developing Marketing Opportunities And Strategies. Ch. 4 : The Marketing Environment. Ch. 5 : Managing Marketing Information. Ch. 6 : Consumer Markets and Customer Buyer Behavior. Ch. 7 : Business Markets and Business Buyer Behavior. Ch. 8 : Segmentation, Targeting, and Positioning : Building the Right Relationships with the Right Customers. - Pt. III. Developing The Marketing Mix. Ch. 9 : Product, Service, and Branding Strategies. Ch. 10 : New-Product Development and Product Life-Cycle Strategies. Ch. 11 : Pricing Considerations and Approaches. Ch. 12 : Pricing Strategies. Ch. 13 : Marketing Channels and Supply Chain Management. Ch. 14 : Retailing and Wholesaling. Ch. 15 : Integrated Marketing Communication Strategy. Ch. 16 : Advertising, Sales Promotion, and Public Relations. Ch. 17 : Personal Selling and Direct Marketing. - Pt. IV : Managing Marketing. Ch. 18 : Creating Competitive Advantage. Ch. 19 : The Global Marketplace. Ch. 20 : Marketing and Society : Social Responsibility and Marketing Ethics. - Appendix 1 : Measuring and Forecasting Demand A-1. - Appendix 2 : Marketing Arithmetic A-9. - References R-1. - Credits C-1. - Glossary G-1. - Index I-1.
1 electronic optical dics (CD-ROM) : Instructor's course organizer CD-ROM with presentation manager: principles of marketing. ISBN 0131848674