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Marketing : an introduction Gary Armstrong; Philip Kotler

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, ©2005.Edition: 7th edDescription: xxvi, 580, VC31, MP9, MA4, CM7, G9, N23, CR2, I16 pages : color illustrations ; 28 cmISBN:
  • 9780536831491
ISSN:
  • 0131441264
  • 9780131441262
  • 9780131426047
  • 9780131424104
  • 9780131273122
  • 0131426044
  • 0131273124
Subject(s): LOC classification:
  • HF5415 .Ar5
Contents:
Chapter 1. Marketing: managing profitable customer relationships -- Chapter 2. Company and marketing strategy: partnering to build customer relationships -- Chapter 3. The marketing environment -- Chapter 4. Managing marketing information -- Chapter 5. Consumer and business buyer behavior -- Chapter 6. Segmentation, targeting, and positioning: building the right relationships with the right customers -- Chapter 7. Product, services, and branding strategy -- Chapter 8. New-product development and product life-cycle strategies -- Chapter 9. Pricing: understanding and capturing customer value -- Chapter 10. Marketing channels and supply chain management -- Chapter 11. Retailing and wholesaling retailing -- Chapter 12.Integrated marketing Communication: customer advertising, sales promotion, and public relations -- Chapter 13.Integrated marketing Communication: personal selling and direct marketing -- Chapter 14. Marketing in the digital age -- Chapter 15. The global marketplace -- Chapter 16. Marketing ethics and social responsibility.
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Books Methodist University Library Main General Stacks Reference HF5415 .Ar5 (Browse shelf(Opens below)) Available 38925

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Kotler's name appears first on the earlier ed.

Chapter 1. Marketing: managing profitable customer relationships --
Chapter 2. Company and marketing strategy: partnering to build customer relationships --
Chapter 3. The marketing environment --
Chapter 4. Managing marketing information --
Chapter 5. Consumer and business buyer behavior --
Chapter 6. Segmentation, targeting, and positioning: building the right relationships with the right customers --
Chapter 7. Product, services, and branding strategy --
Chapter 8. New-product development and product life-cycle strategies --
Chapter 9. Pricing: understanding and capturing customer value --
Chapter 10. Marketing channels and supply chain management --
Chapter 11. Retailing and wholesaling retailing --
Chapter 12.Integrated marketing Communication: customer advertising, sales promotion, and public relations --
Chapter 13.Integrated marketing Communication: personal selling and direct marketing --
Chapter 14. Marketing in the digital age --
Chapter 15. The global marketplace --
Chapter 16. Marketing ethics and social responsibility.

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