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Principles of Marketing, Activebook 2.0
ISBN-10: 0-13-041814-5
ISBN-13: 978-0-13-041814-2
Published by Prentice Hall
© 2004
Pub. Date: Jul 10, 2003
Format: Paper
These online resources are available at no cost.
Companion Website - Kotler, 10th Edition
Table of Contents
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, Service, 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 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. Forecasting Market Demand.
2. Marketing Math.
Glossary.
Author Index.
Company Index.
Subject Index.
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Package ISBN-13: 9780131833883
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This package contains:
- Principles of Marketing, Activebook 2.0
Philip Kotler, Gary Armstrong | ©2004 | Paper; 672 pages - DK Essentials Managers: Making Presentations
DK Publishing | ©2002 | Paper
