Marketing : an introduction

Bibliographic Information

Marketing : an introduction

Philip Kotler, Gary Armstrong

Prentice-Hall, c1993

3rd ed

  • : pbk

Available at  / 30 libraries

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Note

Includes bibliographical references and indexes

Description and Table of Contents

Description

Appropriate for an introductory/principles based marketing course, this book presents a managerial introduction to the basics of modern marketing. Now in its third edition, it combines the chapters on strategic planning and the marketing process to streamline the marketing management process without sacrificing essential content. Features of the book include "marketing at work" boxes which provide examples and additional real-world information on all aspects of marketing, from consumer behaviour to environmental issues. Emphasis is placed upon ethics and social responsibility; current ethical and societal issues such as subliminal perception in advertising, socially responsible market targeting, ethical issues in pharmaceuticals pricing and "green marketing" are addressed. Coverage of international aspects such as pricing has been expanded in this edition. Company cases are included which refer to appropriate chapters, and each chapter is introduced with a relevant marketing story such as those of Kellogg, Nike, Kodak and Gerber. The following supplements to the text are available: instructor's annotated edition; instructor's resource manual; test item file; colour transparencies; study guide; and transparency masters.

Table of Contents

  • Part 1 Understanding marketing and the marketing management process: social foundations of marketing
  • meeting human needs
  • strategic planning and the marketing process. Part 2 Analyzing market opportunities: consumer markets and consumer buying behaviour
  • market segmentation
  • targeting and positioning. Part 3 Selecting target markets: consumer markets and consumer buying behaviour
  • organizational markets and organizational buyer behaviour
  • market segmentation
  • targeting and positioning. Part 4 Developing the marketing mix: designing products - products, brands, packaging and services
  • designing products - new product development and life-cycle strategies
  • pricing products
  • placing products - distribution channels and physical distribution
  • planning products - retailing and wholesaling
  • promoting products - communication and promotion strategy, advertising, sales promotion and public relations, personnel and sales mangement. Part 5 Extending marketing: internal marketing
  • marketing services, organizations, persons, places and ideas
  • marketing and society - social responsibility and marketing ethics. Appendices: marketing arithmetic
  • careers in marketing.

by "Nielsen BookData"

Details

  • NCID
    BA1986452X
  • ISBN
    • 0135545935
    • 0135552443
  • LCCN
    92023928
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Englewood Cliffs, N.J.
  • Pages/Volumes
    xxiv, 632 p.
  • Size
    27 cm
  • Classification
  • Subject Headings
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