Principles of Marketing with CD
United States Edition
9th Edition
Published on 28. November 2000
Book
Mixed media product
785 pages
978-0-13-040440-4 (ISBN)
Description
For courses in Principles of Marketing.
This best seller takes a practical, managerial approach to marketing. It provides a rich array of practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. Readers are shown not only to anticipate changes, but also what effects changes will bring. In short, this book is your portal to the new world of marketing.
This best seller takes a practical, managerial approach to marketing. It provides a rich array of practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. Readers are shown not only to anticipate changes, but also what effects changes will bring. In short, this book is your portal to the new world of marketing.
More details
Edition
9th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Width: 284 mm
Thickness: 38 mm
Weight
1986 gr
ISBN-13
978-0-13-040440-4 (9780130404404)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
06/2003
10th Edition
Pearson
€103.98
Article exhausted; check for reprint
Previous edition
Philip Kotler | Gary Armstrong
Principles of Marketing
Book
08/1998
8th Edition
Pearson Education (US)
€42.08
Article exhausted; check for reprint
Content
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. Marketing Research and Information Systems.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
III. DEVELOPING THE MARKETING MIX.
8. Product and Service Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communications Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing: The New Marketing Model.
IV. MANAGING MARKETING.
18. Competitive Strategies: Attracting, Retaining, and Growing Customers.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.
1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
3. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.
1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. Marketing Research and Information Systems.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
III. DEVELOPING THE MARKETING MIX.
8. Product and Service Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communications Strategy.
15. Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing: The New Marketing Model.
IV. MANAGING MARKETING.
18. Competitive Strategies: Attracting, Retaining, and Growing Customers.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.
1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
3. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.