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Principles of marketing / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, N.J. : Pearson/Prentice Hall, c2008.Edition: 12th edDescription: xxxii, 599, [99] p. : ill. (chiefly col.) ; 29 cmISBN:
  • 9780132390026 (alk. paper)
  • 0132390027 (alk. paper)
ISSN:
  • 9788120332928
Subject(s): LOC classification:
  • HF5415 .K636
Contents:
Part 1. Defining Marketing and the Marketing Process -- 1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- Part 2. Understanding the Marketplace and Consumers -- 3. The Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- Part 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix -- 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Product, Services, and Brands: Building Customer Value -- 9. New-Product Development and Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- Part 4. Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility -- Appendixes -- 1. Marketing Plan -- 2. Marketing by the Numbers -- 3. Careers in Marketing.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .K636 (Browse shelf(Opens below)) Available 30316
Books Methodist University Library Tema General Stacks Reference HF5415 .K636 (Browse shelf(Opens below)) Available 30263

Part 1. Defining Marketing and the Marketing Process --
1. Marketing: Creating and Capturing Customer Value --
2. Company and Marketing Strategy: Partnering to Build Customer Relationships --
Part 2. Understanding the Marketplace and Consumers --
3. The Marketing Environment --
4. Managing Marketing Information to Gain Customer Insights --
5. Consumer Markets and Consumer Buyer Behavior --
6. Business Markets and Business Buyer Behavior --
Part 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix --
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers --
8. Product, Services, and Brands: Building Customer Value --
9. New-Product Development and Life-Cycle Strategies --
10. Pricing: Understanding and Capturing Customer Value --
11. Pricing Strategies --
12. Marketing Channels: Delivering Customer Value --
13. Retailing and Wholesaling --
14. Communicating Customer Value: Integrated Marketing Communication Strategy --
15. Advertising and Public Relations --
16. Personal Selling and Sales Promotion --
17. Direct and Online Marketing: Building Direct Customer Relationships --
Part 4. Extending Marketing --
18. Creating Competitive Advantage --
19. The Global Marketplace --
20. Marketing Ethics and Social Responsibility --
Appendixes --
1. Marketing Plan --
2. Marketing by the Numbers --
3. Careers in Marketing.

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