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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, 2006.Edition: 11th edDescription: xx, 651, [94] p. : col. ill. ; 29 cmISBN:
  • 0131469185
  • 9780131469181
  • 0131968793
  • 9780131968790
Subject(s): LOC classification:
  • HF5415 .K636
Contents:
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS Chapter 1: Marketing: Managing Profitable Customer Relations Chapter 2: Company and Marketing Strategy : Partnering to Build Customer Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMERS Chapter 3: The Marketing Environment Chapter 4: Managing Marketing Information Chapter 5: Consumer Markets and Consumer Buyer Behavior Chapter 6: Business Markets and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER - DRIVEN MARKETING STRATEGY AND MARKETING MIX Chapter 7: Segmentation, Targeting and Positioning : Building the Right Relationships with the Right Customers Chapter 8: Product, Services and Branding Strategies Chapter 9: New-Product Development and Product Life-Cycle Strategies Chapter 10: Pricing Products : Pricing Considerations and Strategies Chapter 11: Pricing Products : Pricing Strategies Chapter 12: Marketing Channels and Supply Chain Management Chapter 13: Retailing and Wholesaling Chapter 14: Integrated Marketing Communications Strategy Chapter 15: Advertising, Sales Promotion and Public Relations Chapter 16: Personal Selling and Direct Marketing PART 4: EXTENDING MARKETING Chapter 17: Creating Competitive Advantage Chapter 18: Marketing in the Digital Age Chapter 19: The Global Marketplace Chapter 20: Marketing and Society : Social Responsibility and Marketing Ethics.
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Books Methodist University Library Tema HF5415 .K636 (Browse shelf(Opens below)) Available 17935

Includes Index

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
Chapter 1: Marketing: Managing Profitable Customer Relations Chapter 2: Company and Marketing Strategy : Partnering to Build Customer Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Consumer Markets and Consumer Buyer Behavior Chapter 6: Business Markets and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER - DRIVEN MARKETING STRATEGY AND MARKETING MIX
Chapter 7: Segmentation, Targeting and Positioning : Building the Right Relationships with the Right Customers
Chapter 8: Product, Services and Branding Strategies
Chapter 9: New-Product Development and Product Life-Cycle Strategies
Chapter 10: Pricing Products : Pricing Considerations and Strategies
Chapter 11: Pricing Products : Pricing Strategies
Chapter 12: Marketing Channels and Supply Chain Management Chapter 13: Retailing and Wholesaling
Chapter 14: Integrated Marketing Communications Strategy
Chapter 15: Advertising, Sales Promotion and Public Relations
Chapter 16: Personal Selling and Direct Marketing

PART 4: EXTENDING MARKETING
Chapter 17: Creating Competitive Advantage
Chapter 18: Marketing in the Digital Age
Chapter 19: The Global Marketplace
Chapter 20: Marketing and Society : Social Responsibility and Marketing Ethics.

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