Principles of marketing : activebook version 2.0 / Philip Kotler, and Gary Armstrong.
Publication details: Upper Saddle River, New Jersey : Pearson/Prentice Hall, c2004.Description: xxii, 648 p. : col. ill. ; 28 cmISBN:- 0130418145 (pbk.)
- 658.8 22 KOT
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Open Access
|
Engineering Library | 658.8 KOT 1 (Browse shelf(Opens below)) | 1 | Available | BUML23123192 |
Table of contents
Chapter 1. Marketing: managing profitable customer relationships
Chapter 2. Company and marketing strategy: partnering to build customer relationships
Chapter 3. Marketing in the digital age: making new customer connection
Chapter 4.The marketing environment
Chapter 5. Managing marketing information
Chapter 6. Consumer markets and consumer buyer behavior
Chapter 7. Business markets and business buyer behavior
Chapter 8. Segmentation, Targeting, and positioning: building the right relationships with the right customers
Chapter 9. Product, services, and branding strategies
Chapter 10. New-product development and product life-cycle strategies
Chapter 11.Pricing considerations and approaches
Chapter 12. Pricing strategies
Chapter 13. Marketing channels and supply chain management
Chapter 14. Retailing wholesaling
Chapter 15. Integrated marketing communication strategy
Chapter 16. Advertising, sales promotion, and public relations
Chapter 17. Personal selling and direct marketing
Chapter 18. Creating competitive advantage
Chapter 19. The global marketplace
Chapter 20. Marketing and society: social responsibility and marketing ethics
Includes bibliographical references (p. 599-622) and indexes.
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