PRINCIPLES OF MARKETING

PRINCIPLES OF MARKETING

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Abstract: This book presents information on a comprehensive range of marketing topics for the beginning marketing student. The text takes a practical, managerial approach to marketing and provides examples and applications of marketing decisions that managers must make when they are balancing their...

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Bibliographic Details
Main Authors: Kotler, Philip (Author), Armstrong, Gary (Author)
Format: Book
Language:English
Published: Englewood Cliffs, N.J. Prentice Hall 1989
Edition:4th edition
Series:The Prentice Hall series in marketing
Subjects:
Marketing
Online Access:Click Here to View Status and Holdings.
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Summary:Abstract: This book presents information on a comprehensive range of marketing topics for the beginning marketing student. The text takes a practical, managerial approach to marketing and provides examples and applications of marketing decisions that managers must make when they are balancing their organization's objectives and resources against needs and opportunities in the marketplace. Topics include: the social foundations of marketing, analyzing market opportunities, selecting target markets, developing the market mix, managing the marketing effort, and extending marketing
Physical Description:xxiv, 661 pages color, illustrations 27 cm
Bibliography:Includes bibliographical references
ISBN:0137053606
9780137053605

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