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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Peasron Prentice Hall, 2007.Edition: 8th edDescription: 1 volume (various pagings) 28 cmISBN:
  • 0131865919
  • 140583918x (set)
  • 0131438514 (study guide)
  • 0131472038 (DVD)
  • 0131426060 (Student access kit)
Subject(s): DDC classification:
  • 658.8 KOT
Contents:
Part one.Defining marketing and the marketing process 1.Marketing: managing profitable customer relationships 2.Company and marketing strategy: partnering to build customer relationships Part two.Understanding the marketplace and consumers 3.The marketing environment 4.Managing marketing information 5.Consumer and business buyer behaviour Part three. Designing a customer-driven marketing strategy and marketing mix 6.Segmentation, targeting, and positioning: building the right relationships with the right customers 7.Product, services, and branding strategy 8.New-product development and product life-cycle strategies 9.Pricing: understanding and capturing customer value 10.Marketing channels and supply chain management 11.Retailing and wholesaling 12.Communicating customer value: advertising, sales promotion, and public relations 13.Communicating customer value: personal selling and direct marketing Part four. Extending marketing 14.Marketing in the digital age 15.The global marketplace 16.Marketing ethics and social responsibility
Holdings
Item type Current library Call number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 KOT (Browse shelf(Opens below)) Available 224433

Includes bibliographical references.

Part one.Defining marketing and the marketing process 1.Marketing: managing profitable customer relationships 2.Company and marketing strategy: partnering to build customer relationships Part two.Understanding the marketplace and consumers 3.The marketing environment 4.Managing marketing information 5.Consumer and business buyer behaviour Part three. Designing a customer-driven marketing strategy and marketing mix 6.Segmentation, targeting, and positioning: building the right relationships with the right customers 7.Product, services, and branding strategy 8.New-product development and product life-cycle strategies 9.Pricing: understanding and capturing customer value 10.Marketing channels and supply chain management 11.Retailing and wholesaling 12.Communicating customer value: advertising, sales promotion, and public relations 13.Communicating customer value: personal selling and direct marketing Part four. Extending marketing 14.Marketing in the digital age 15.The global marketplace 16.Marketing ethics and social responsibility

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