Marketing : an introduction / Gary Armstrong, Philip Kotler.
Publication details: Upper Saddle River, NJ : Prentice Hall, c2000.Edition: 5th editionDescription: (various pagings) : col. ill. ; 26 cmISBN:- 013012771X
- 9780130127716
- 658.8 23 ARM
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
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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