Principles of marketing. Fourth European edition / Philip Kotler ... [et al.]. Essential guide to marketing planning / Marian Burk Wood.
Material type: TextPublication details: Harlow : Prentice Hall, [2007?]Description: 2 v. (various pagings) : ill. (chiefly col.) ; 28 cm. + student access kitISBN:- 9781405873093 (pbk.) :
- 9780273684565 (pbk.) :
- 9780273713234 (pbk.) :
- 9780273714446 (student access kit) :
- 9780273684565
- 658.8 KOT
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 207121 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 204842 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 204843 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 204841 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 204844 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 204840 |
Includes bibliographical references and index.
BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE 16. Pricing PART SEVEN: PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES Accompanying Material: