Marketing : an introduction / Gary Armstrong, Philip Kotler.
Material type: TextPublication details: Upper Saddle River, N.J. ; London : Prentice Hall, c2002.Edition: 6th edDescription: 1 v. (various pagings) : col. ill. ; col. facsimsISBN:- 9780130351333 (pbk.) :
- 0130351334 (pbk.)
- 658.8 ARM
- HF5415 .K625 2002
Item type | Current library | Call number | Vol info | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 ARM (Browse shelf(Opens below)) | 1 | Available | 00210814 | |||
Long Loan | TUS: Midlands, Main Library Athlone CD | 658.8 ARM (Browse shelf(Opens below)) | CD 894 | 1 | Available | 00210815 |
Previous ed.: 1999.
CD-ROM in back pocket.
Includes bibliographical references and index.
Part 1.Understanding marketing and the marketing process --1.Marketing in a changing wolrd: creating customer value and satisfaction -- 2.Strategic planning and the marketing process -- Part 2.Assessing opportunities in a dynamic marketing environment -- 3.Marketing in the Internet age -- 4.The marketing environment -- 5.Consumer and business buyer behavior -- Part 3.Developing marekting strategy and the marketing mix -- 7.Market sgementation, targeting, and positioning for competitive advantage -- 8.Product and services strategy -- 9.New-product development and product life-cycle strategies -- 10.Pricing products: pricing considerationsand strategies --11.Marketing channels and supply chain management -- 12.Retailing and wholesailing -- 13.Integrated marketing communicatioins: advertising, sales promotion, and public relations -- 14.Integrated marketing communications: personal selling and direct marketing -- Part 4.Extended marketing -- 15.The global marketplace -- 16.Marekting and society: social responsibility and marketing ethcis.
Written for courses in Principles of Marketing at four-year and two-year colleges, this short overview aims to help students master the basic principles and practices of modern marketing in a practical way.