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Marketing : an introduction / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c1997.Edition: 4th edDescription: 1 v. (various pagings) : col. ill. , map ; 26 cmISBN:
  • 0132527103
ISSN:
  • 9780132527101
Subject(s): LOC classification:
  • HF5415.K625
Contents:
What is marketing? -- Marketing management -- Marketing management philosophies -- Marketing challenges into the next century -- Strategic planning -- Designing the business portfolio -- Strategic planning and small businesses -- The marketing process -- Managing the marketing effort -- The company's microenvironment -- The company's macroenvironment -- Responding to the marketing environment -- The marketing information system -- The marketing research process -- Other marketing research considerations -- Model of consumer behavior -- Characteristics affecting consumer behavior -- The buyer decision process -- The buyer decision process for new products -- Consumer behavior across international borders -- Business markets -- Business buyer behavior -- Institutional and government markets -- Markets -- Market segmentation -- Market targeting -- Positioning for competitive advantage -- What is a product? -- Product classifications -- Individual product decisions -- Product line decisions -- Product mix decisions -- Services marketing -- Marketing -- Marketing organizations, persons, places, and ideas -- International product and services marketing -- New-product development strategy -- Product life-cycle strategies -- Factors to consider when setting prices -- General pricing approaches -- New-product pricing strategies -- Product-mix pricing strategies -- Price adjustment strategies -- Price changes -- The nature of distribution channels -- Consumer behavior and organization -- Channel design decisions -- Channel management decisions -- Physical distribution and logistics management -- Retailing -- Store retailing -- Non-store retailing -- The future of retailing -- Wholesaling -- Types of wholesalers -- Wholesalers marketing decisions -- Marketing mix decisions -- Trends in wholesaling -- Steps in developing effective communication.
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Books Methodist University Library Main General Stacks Reference HF5415.K625 (Browse shelf(Opens below)) Available 12381

"Instructor's free copy"--Cover.

Map of the world in 1997 on endpapers.

What is marketing? --
Marketing management --
Marketing management philosophies --
Marketing challenges into the next century --
Strategic planning --
Designing the business portfolio --
Strategic planning and small businesses --
The marketing process --
Managing the marketing effort --
The company's microenvironment --
The company's macroenvironment --
Responding to the marketing environment --
The marketing information system --
The marketing research process --
Other marketing research considerations --
Model of consumer behavior --
Characteristics affecting consumer behavior --
The buyer decision process --
The buyer decision process for new products --
Consumer behavior across international borders --
Business markets --
Business buyer behavior --
Institutional and government markets --
Markets --
Market segmentation --
Market targeting --
Positioning for competitive advantage --
What is a product? --
Product classifications --
Individual product decisions --
Product line decisions --
Product mix decisions --
Services marketing --
Marketing --
Marketing organizations, persons, places, and ideas --
International product and services marketing --
New-product development strategy --
Product life-cycle strategies --
Factors to consider when setting prices --
General pricing approaches --
New-product pricing strategies --
Product-mix pricing strategies --
Price adjustment strategies --
Price changes --
The nature of distribution channels --
Consumer behavior and organization --
Channel design decisions --
Channel management decisions --
Physical distribution and logistics management --
Retailing --
Store retailing --
Non-store retailing --
The future of retailing --
Wholesaling --
Types of wholesalers --
Wholesalers marketing decisions --
Marketing mix decisions --
Trends in wholesaling --
Steps in developing effective communication.

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