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Principles of marketing / Philip Kotler and Gary Armstrong

By: Kotler, Philip [author]Contributor(s): Armstrong, Gary [co-author]Material type: Text

TextPublication details: USA : Pearson Education South Asia Pte Ltd., c2002Edition: Ninth edition / Low Price EditionDescription: xxxi, 785, [53] pages : color illustrations ; 28 cmISBN: 9814119962Subject(s): MARKETINGLOC classification: HF 5415 .K87 2002

Contents:

I. 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 -- II. 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 -- III. 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 -- IV. Managing marketing -- Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics

Item type:

Books

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Gen. Ed. - CBA	General Circulation	GC HF 5415 .K87 2002 (Browse shelf (Opens below))	c.1	Available		NULIB000005865

Includes index.

I. 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 --
II. 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 --
III. 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 --
IV. Managing marketing --
Competitive strategies: attracting, retaining, and growing customers --
The global marketplace --
Marketing and society: social responsibility and marketing ethics

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