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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Publication details: Upper Saddle River, NJ : Prentice Hall, c2000.Edition: 5th editionDescription: (various pagings) : col. ill. ; 26 cmISBN:
  • 013012771X
  • 9780130127716
Subject(s): DDC classification:
  • 658.8 23 ARM
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Open Access Book Open Access Engineering Library 658.8 ARM 1 (Browse shelf(Opens below)) 1 Available BUML23112464


Table of Contents

Part I. Understanding marketing and marketing management process
1. Marketing in a changing world: creating customer value satisfaction
2. Strategic planning and marketing process

Part II. Analyzing marketing opportunities
3. The global marketing environment
4. Marketing research and information systems
5. Consumer and business buyer behavior

Part III. Developing marketing strategy and marketing mix
6. Market segmentation, targeting and positioning for competitive advantage
7. Product and service strategy
8. New product development and product and product life cycle strategies
9. Pricing products: pricing considerations and strategies
10. Distribution channels and logistics management
11. Retailing and wholesaling
12. Integrated marketing communications: Advertising and public relation
13. Integrated marketing communications: Personal selling and sales promotion
14. Direct on-line marketing

Part IV. Extending marketing
15.The global market place
16. Marketing and society

Appendices




Includes bibliographical references and indexes

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