Principles of Marketing / Edition 15

Principles of Marketing / Edition 15

2.5 2
by Philip Kotler, Gary Armstrong
     
 

Work smart. With PHLIP--Prentice Hall's Learning on the Internet Partnership--a free academic support Web site for professors and students in business. Today's new articles are tied directly to your textbook, so you can actually see concepts you're learning as they occur in the world of business.See more details below

Overview

Work smart. With PHLIP--Prentice Hall's Learning on the Internet Partnership--a free academic support Web site for professors and students in business. Today's new articles are tied directly to your textbook, so you can actually see concepts you're learning as they occur in the world of business.

Product Details

ISBN-13:
9780133084047
Publisher:
Prentice Hall
Publication date:
01/23/2013
Edition description:
Older Edition
Pages:
720
Sales rank:
86,480
Product dimensions:
8.40(w) x 10.90(h) x 1.10(d)

Table of Contents

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
3. The Global Marketing Environment.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. Marketing Research and Information Systems.
5. Consumer Markets and Consumer Buying Behavior.
6. Business Markets and Business Buyer Behavior.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.

III. DEVELOPING THE MARKETING MIX.

8. Product and Services Strategy.
9. New-Product Development and Product Life-Cycle Strategies.
10. Pricing Products: Pricing Considerations and Approaches.
11. Pricing Products: Pricing Strategies.
12. Distribution Channels and Logistics Management.
13. Retailing and Wholesaling.
14. Integrated Marketing Communication Strategy.
15. Advertising, Sales Promotions, and Public Relations.
16. Personal Selling and Sales Management.
17. Direct and Online Marketing.

IV. MANAGING MARKETING.

18. Competitive Strategies: Building Lasting Customer Relationships.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Measuring and Forecasting Demand.
Appendix 2. Marketing Arithmetic.
Appendix 3. Careers in Marketing.
Glossary.
Index.

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