Principles of marketing.
Material type: TextPublication details: Upper Saddle River, N.J. ; London : Pearson, c2010.Edition: 13th ed., Global ed. / Philip Kotler, Gary ArmstrongDescription: 1 v. (various pagings) : ill. (chiefly col.) ; 28 cmISBN:- 9780137006694 (pbk.) :
- 9780137006694
- 658.8 KOT
- HF5415 .K636 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Checked out | 07/03/2023 | 00212870 | |
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 122198 |
Previous ed.: Upper Saddle River, N.J.: Pearson Prentice Hall, 2008.
Includes bibliographical references and index.
Part 1.Defining marketing and the marketing process -- 1.Marketing: creating and capturing customer value -- 2.Company and marketing strategy: partnering - Part 2.Understanding the marketplace and consumers -- 3.Analyzing the marekting environment -- 4.Managing marketing informatioin to gain customer insights -- 5.Consumer markets and consumer buyer behavior -- 6.Business markets and business buyer behavior -- Part 3.Designing a customer-driven marekting strategy and mix -- 7.Customer-driven marketing strategy: creating value for target customers -- 8.Products, services, and brands: building customer value --9.New-product development and product life-cycle stategies -- 10.Pricing: understanding and capturing customer value - 13.Retailing and wholesaling -- 14.Communicating customer value: integrated marketing communications 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.Sustainable marketing: social responsiblity and ethics.
'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.