TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
TI  - Principles of marketing
SN  - 0131018612 (hbk.)
U1  - 658.8 
PY  - 2004///
CY  - Upper Saddle River, N.J.
PB  - Pearson/Prentice Hall
KW  - Marketing
N1  - 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
ER  -