Principles of marketing
著者
書誌事項
Principles of marketing
Prentice Hall / Financial Times, c2008
5th European ed
- : pbk
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注記
Edition for U.S. published under: Principles of marketing / Philip Kotler, Gary Armstrong. 12th ed., c2008
内容説明・目次
内容説明
Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters.
With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.
Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Amazon help to bring the subject alive.
目次
Part one Marketing now
Chapter 1 Marketing now
Chapter 2 Sustainable marketing: marketing ethics and social responsibility
Chapter 3 Strategic marketing
Part two Markets
Chapter 4 The marketing environment
Chapter 5 Consumer markets
Chapter 6 Business-to-business marketing
Chapter 7 Marketing research
Part three Core strategy
Chapter 8 Relationship marketing
Chapter 9 Segmentation and positioning
Chapter 10 Competitive strategy
Part four Product
Chapter 11 Product and branding strategy
Chapter 12 New-product development and product life-cycle strategies
Chapter 13 Marketing services
Part five Price
Chapter 14 Pricing
Part six Promotion
Chapter 15 Communicating customer value: integrated marketing communications strategy
Chapter 16 Advertising and public relations
Chapter 17 Personal selling and sales promotion
Chapter 18 Direct and online marketing: building direct customer relationships
Part seven Place
Chapter 19 Managing marketing channels
Chapter 20 The global marketplace
Glossary
Subject index
Company index
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