MARKETING An Introduction
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...
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| Main Authors: | , |
|---|---|
| Format: | Manuscript Book |
| Language: | English |
| Published: |
New Jersey
Prentice Hall
2000
©2000 |
| Edition: | FIFTH EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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| 100 | 1 | # | |a Armstrong, Gary |e author |
| 245 | 1 | 1 | |a MARKETING |b An Introduction |c Gary Armstrong, Philip Kotler |
| 250 | # | # | |a FIFTH EDITION |
| 264 | # | 1 | |a New Jersey |b Prentice Hall |c 2000 |
| 264 | # | 1 | |c ©2000 |
| 300 | # | # | |a 1 v.(various pagings) |b illustrations (some colour) |c 26 cm |
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| 338 | # | # | |a volume |2 rdacarrier |
| 504 | # | # | |a Includes bibliographical references and index |
| 520 | # | # | |a 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. |
| 650 | # | 0 | |a Marketing |
| 700 | 1 | # | |a Kotler, Philip |e author |
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MARKETING An introduction