Marketing : an introduction / Gary Armstrong, Philip Kotler.
Material type: TextPublication 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)
- 658.8 KOT
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