Principles of marketing
Author(s)
Bibliographic Information
Principles of marketing
Pearson/Prentice Hall, c2004
10th ed
- : [hbk]
- : [pbk]
Available at / 41 libraries
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Note
"International edition"--Cover
Previous ed.: 2001
Includes bibliographical references and indexes
Description and Table of Contents
Description
For the Principles of Marketing course. Ranked the #1 selling introductory marketing text, Kotler and Armstrong's Principles of Marketing provides an authoritative and practical introduction to marketing. The Tenth Edition is organized around a managing customer relationships framework that is introduced in the first two chapters, and then built upon throughout the book. Real world applications appear in every chapter and every vignette is new or has been updated. The text is complemented by an extensive ancillary package, from all new videos on VHS, online, and DVD to a new Presentation Manager CD-ROM for instructors.
Table of Contents
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
III. DEVELOPING THE MARKETING MIX.
9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.
IV. MANAGING MARKETING.
18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.
1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.
by "Nielsen BookData"
