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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication 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.)
Subject(s): DDC classification:
  • 658.8 ARM
LOC classification:
  • HF5415 .K625 2002
Contents:
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.
Summary: 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.
Holdings
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.

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