Principles of marketing. / Philip Kotler and Gary Armstrong
Material type: TextPublisher: Upper Saddle River: Pearson, 2010Edition: 13th edDescription: 637p.: ill. 27cmISBN: 9780137006694Subject(s): MarketingLOC classification: HF5415.K636Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY CC | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415 .K636 (Browse shelf) | Available | 845/038/13 |
Includes appendix,references,glossary and index.
Contents: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: -- Partnering to build customer relationships -- Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Designing a customer-driven marketing strategy and mix: Customer-driven marketing strategy:creating value for target customers -- Products,services,and brands: building customer value -- New- product development and product life cycle-strategies -- Pricing: understanding and capturing customer value -- Pricing strategies -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Communicating customer value: integrate marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- Extending marketing: Creating competitive advantage -- The Global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix1: Marketing plan -- Appendix 2: Marketing by the numbers -- Appendix 3: Careers in marketing.
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