Marketing : an introduction / Philip Kotler, Gary Armstrong
Publication details: Upper Saddle River, N.J. : Prentice Hall International, Inc., c1997Edition: 4th editionDescription: xxix, (various pagings) : col.ill. ; 26 cmISBN:- 0132631202
- 20 658.8 KOT
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Book Open Access
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Agriculture and Animal Sciences Library | 658.8 KOT 1 (Browse shelf(Opens below)) | 1 | Available | 0028398 |
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| 658.8 GIL 1 Marketing / | 658.8 GIL 2 Marketing / | 658.8 GIL 3 Marketing / | 658.8 KOT 1 Marketing : an introduction / | 658.8 MAR 1 Marketing / | 658.8 VER 1 Marketing fundamentals / | 658.8 WAR 1 Marketing strategy : a decision-focused approach / |
CONTENTS
PART 1: UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS
Marketing in a changing world: creating customer value and satisfaction
Strategic planning and the marketing process
PART 2: ANALYZING MARKETING OPPORTUNITIES
The marketing environment
Marketing research and information systems
Consumer markets and consumer buyer behavior
Business markets and business behavior
PART 3: DEVELOPING MARKETNG STRATEGY AND THE MARKETING MIX
Marketing segmentation, targeting, and positioning for competitive advantage
product and service strategies
New-product development and life-cycle strategies
Pricing considerations and strategies
Distribution channels and logistic management
Retailing and wholesaling
Integrated marketing communication strategy
Advertising, sales promotion and public relations
Personal selling and sales management
PART 4: EXTENDING MARKETING
The global marketplace
Marketing and society: social responsibility and marketing ethics
Includes index
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