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Principles of marketing. Fourth European edition / Philip Kotler ... [et al.]. Essential guide to marketing planning / Marian Burk Wood.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Prentice Hall, [2007?]Description: 2 v. (various pagings) : ill. (chiefly col.) ; 28 cm. + student access kitISBN:
  • 9781405873093 (pbk.) :
  • 9780273684565 (pbk.) :
  • 9780273713234 (pbk.) :
  • 9780273714446 (student access kit) :
  • 9780273684565
Subject(s): DDC classification:
  • 658.8 KOT
Contents:
BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE 16. Pricing PART SEVEN: PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES Accompanying Material:
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 207121
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 204842
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 204843
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 204841
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 204844
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) 1 Available 204840

Includes bibliographical references and index.

BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE 16. Pricing PART SEVEN: PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES Accompanying Material:

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