MARKETING An Introduction

• Main Authors: Armstrong, Gary (Author), Kotler, Philip (Author)
• Format: Manuscript Book
• Language: English
• Published: New Jersey Prentice Hall 2000; ©2000
• Edition: FIFTH EDITION
• Subjects: Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 1 v.(various pagings) illustrations (some colour) 26 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 013012771X

This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way. Coverage balances upon three essential pillars(1) theory and concepts; (2) practices and applications; and (3) instructional supportcultivating an efficient, effective reading and learning environment. Topics include marketing in a changing world; strategic planning and the marketing process; the global marketing environment; marketing research and information systems; consumer and business buyer behavior; market 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 logistics management; retailing and wholesaling; advertising and public relations; personal selling and sales promotion; direct and online marketing; the global marketplace; and marketing and society. For practicing Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.