Principles of marketing
Philip Kotler [and others].
Principles of marketing Philip Kotler [and others]. - 2nd European ed - London : Prentice-Hall Europe, 1999. - xxiii, 1031 pages illustrations (some color) 28 cm
Developed from: Principles of marketing, 8th ed, 1999.
Includes indexes.
Preface. Acknowledgements. About the Authors. Part I: Marketing and the Marketing Process. 1. Marketing in a Changing World: Satisfying Human Needs. 2. Marketing and Society: Social Responsibility and Ethics. 3. Strategic Marketing Planning. Part II: The Market Place. 4. The Marketing Environment. 5. The Global Market Place. 6. Marketing Information and Market Research. 7. Consumer Markets and Consumer Buyer Behaviour. 8. Business Markets and Business Buyer Behaviour. Part III: Core Marketing Strategy. 9. Market Segmentation and Targeting. 10. Positioning. 11. Relationship Marketing: Building Customer Satisfaction. 12. Creating Competitive Advantages. Part IV: Product. 13. New-Product Development, Product Life-Cycles, and Portfolios. 14. Branding: Products, Brands and Service Support. 15. Service Marketing. Part V: Pricing. 16. The Price Drivers. 17. Pricing Strategy. Part VI: Promotion. 18. Communications and Promotion Strategy. 19. Mass Communications: Advertising, Sales Promotion, and Public Relations. 20. Personal Selling and Sales Management. Part VII: Place. 21. Distribution Channels and Logistics Management. 22. Direct and Internet Marketing. Glossary. Subject Index. Company/Brand Index. Name Index
9780132622547
0132622548
Marketing.
HF5415 / .6314
Principles of marketing Philip Kotler [and others]. - 2nd European ed - London : Prentice-Hall Europe, 1999. - xxiii, 1031 pages illustrations (some color) 28 cm
Developed from: Principles of marketing, 8th ed, 1999.
Includes indexes.
Preface. Acknowledgements. About the Authors. Part I: Marketing and the Marketing Process. 1. Marketing in a Changing World: Satisfying Human Needs. 2. Marketing and Society: Social Responsibility and Ethics. 3. Strategic Marketing Planning. Part II: The Market Place. 4. The Marketing Environment. 5. The Global Market Place. 6. Marketing Information and Market Research. 7. Consumer Markets and Consumer Buyer Behaviour. 8. Business Markets and Business Buyer Behaviour. Part III: Core Marketing Strategy. 9. Market Segmentation and Targeting. 10. Positioning. 11. Relationship Marketing: Building Customer Satisfaction. 12. Creating Competitive Advantages. Part IV: Product. 13. New-Product Development, Product Life-Cycles, and Portfolios. 14. Branding: Products, Brands and Service Support. 15. Service Marketing. Part V: Pricing. 16. The Price Drivers. 17. Pricing Strategy. Part VI: Promotion. 18. Communications and Promotion Strategy. 19. Mass Communications: Advertising, Sales Promotion, and Public Relations. 20. Personal Selling and Sales Management. Part VII: Place. 21. Distribution Channels and Logistics Management. 22. Direct and Internet Marketing. Glossary. Subject Index. Company/Brand Index. Name Index
9780132622547
0132622548
Marketing.
HF5415 / .6314