Principles of Marketing (with FREE Marketing Updates access code card)

Philip T. Kotler, Gary Armstrong (Autoren)

Media-Kombination

2004 | 10th edition
Prentice Hall
978-0-13-108830-6 (ISBN)

Titel erscheint in neuer Auflage

Artikel merken

For the Principles of Marketing course.

Ranked the #1 selling introductory marketing text, Kotler and Armstrong's Principles of Marketing provides an authoritative and practical introduction to marketing. The Tenth Edition is organized around a managing customer relationships framework that is introduced in the first two chapters, and then built upon throughout the book. Real world applications appear in every chapter and every vignette is new or has been updated. The text is complemented by an extensive ancillary package, from all new videos on VHS, online, and DVD to a new Presentation Manager CD-ROM for instructors.

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
III. DEVELOPING THE MARKETING MIX.

9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.
IV. MANAGING MARKETING.

18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.

1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.

Erscheint lt. Verlag	22.4.2004
Verlagsort	Upper Saddle River
Sprache	englisch
Gewicht	1911 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-108830-0 / 0131088300
ISBN-13	978-0-13-108830-6 / 9780131088306
Zustand	Neuware