Principles of marketing / Philip Kotler and Gary Armstrong.

By:

Kotler, Philip

Contributor(s):

Armstrong, Gary

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2001.Edition: 9th edDescription: xxxi, 785, [53] p. : col. ill. ; 28 cmISBN:

0130263125 (hardcover)

Subject(s):

DDC classification:

658.8 KOT

Contents:

Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction Strategic planning and the marketing process The marketing environment Developing marketing opportunities and strategies. Marketing research and information systems Consumer markets and consumer buyer behavior Business markets and business buyer behavior Market segmentation, targeting, and positioning for competitive advantage Developing the marketing mix. Product and services strategy New-product development and product life-cycle strategies Pricing products: pricing considerations and approaches Pricing products: pricing strategies Distribution channels and logistics management Retailing and wholesaling Integrated marketing communications strategy Advertising, sales promotion, and public relations Personal selling and sales management Direct and online marketing: the new marketing model Managing marketing. Competitive strategies: attracting, retaining, and growing customers The global marketplace Marketing and society: social responsibility and marketing ethics Appendix 1: Measuring and forecasting demand Appendix 2: Marketing arithmetic Appendix 3: Careers in marketing

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 KOT (Browse shelf(Opens below))	1	Available	0078826

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Includes bibliographical references and indexes.

Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction
Strategic planning and the marketing process
The marketing environment
Developing marketing opportunities and strategies. Marketing research and information systems
Consumer markets and consumer buyer behavior
Business markets and business buyer behavior
Market segmentation, targeting, and positioning for competitive advantage
Developing the marketing mix. Product and services strategy
New-product development and product life-cycle strategies
Pricing products: pricing considerations and approaches
Pricing products: pricing strategies
Distribution channels and logistics management
Retailing and wholesaling
Integrated marketing communications strategy
Advertising, sales promotion, and public relations
Personal selling and sales management
Direct and online marketing: the new marketing model
Managing marketing. Competitive strategies: attracting, retaining, and growing customers
The global marketplace
Marketing and society: social responsibility and marketing ethics
Appendix 1: Measuring and forecasting demand
Appendix 2: Marketing arithmetic
Appendix 3: Careers in marketing

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