Principles of MARKETING

• Main Authors: Kotler, Philip (Author), Armstrong, Gary (Author), Opresnik, Marc Oliver (Author)
• Format: Book
• Language: English
• Published: Harlow Pearson Education Limited 2021
• Edition: Eigthteen GLOBAL EDITION
• Subjects: Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 728 pages colour illustrations 28 cm
• Bibliography: Includes bibliographical references and indexes
• ISBN: 9781292341132; 1292341130

Abstract: This book contains information on marketing, marketing management, and the marketing concept. Marketing is the study of the exchange process, marketing management is the improvement of marketing to benefit all those involved, and the marketing concept is the philosophy that if an organization satisfies their customers, they are likely to return a profit. Part One: Understanding Marketing introduces the reader to the role of marketing in the economy. How companies obtain marketing information is covered in Part II: Organizing The Marketing Planning Process, while Part III: Analyzing Marketing Opportunities describes the marketing environment and its needs and buying patterns. Part IV: Selecting Target Markets deals with measuring and forecasting demand and Part V; Developing The Marketing Mix, involves the realms of designing, pricing, placing, and promoting products and services. Part VI: Managing The Marketing Effort involves the marketing management systems used by companies to implement, organize, and control the marketing effort.