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Marketing : an introduction Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, NJ : Prentice Hall, ©2003.Edition: 6th edDescription: 1 volume (various pagings) : color illustrations ; 26 cm + 1 CD-ROM (4 3/4 in.)ISBN:
  • 9780130352552
Subject(s): LOC classification:
  • HF5415 .K625
Contents:
Marketing in a changing world : creating customer value and satisfaction -- Strategic planning and the marketing process -- Marketing in the Internet age -- The marketing environment -- Managing marketing information -- Consumer and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Product and services strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications : advertising, sales promotion, and public relations -- Integrated marketing communications : personal selling and direct marketing -- The global marketplace -- Marketing and society : social responsibility and marketing ethics -- Appendix 1: Marketing arithmetic -- Appendix 2: Careers in marketing -- Notes -- Video cases -- Glossary.
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Books Methodist University Library Main General Stacks Reference HF5415 .K625 (Browse shelf(Opens below)) Available 27865

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Includes bibliographical references and index

Marketing in a changing world : creating customer value and satisfaction --
Strategic planning and the marketing process --
Marketing in the Internet age --
The marketing environment --
Managing marketing information --
Consumer and business buyer behavior --
Market segmentation, targeting, and positioning for competitive advantage --
Product and services strategy --
New-product development and product life-cycle strategies --
Pricing products : pricing considerations and strategies --
Marketing channels and supply chain management --
Retailing and wholesaling --
Integrated marketing communications : advertising, sales promotion, and public relations --
Integrated marketing communications : personal selling and direct marketing --
The global marketplace --
Marketing and society : social responsibility and marketing ethics --
Appendix 1: Marketing arithmetic --
Appendix 2: Careers in marketing --
Notes --
Video cases --
Glossary.

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