Principles of marketing. / Philip Kotler and Gary Armstrong.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K636(11e) (Browse shelf) | 1 | Available | 1908/12 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6361(11e) (Browse shelf) | 2 | Available | 6152/12 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6362(11e) (Browse shelf) | 3 | Available | 6153/12 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6363(11e) (Browse shelf) | 4 | Available | 8513/107/19 |
Includes appendix, glossary and index.
Contents: Part 1: Defining marketing and the marketing process: Marketing: managing profitable customer relationships -- Company and marketing strategy: partnering to build customer relationships -- Part 2: Understanding the marketplace and consumers: the marketing environment -- Managing marketing information -- Consumer markets and consumer buyers behavior -- Business markets and business buyer behavior -- Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning: building the right relationships with right customers -- Product, services, and branding strategies -- New-product development and life-cycle strategies -- Pricing product: pricing considerations and approaches -- Pricing products: pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and direct marketing -- Part 4: Extending marketing: Creativity competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing ethics and social responsibility.
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