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2008 Paperback Used copy in good condition-textbooks may contain some highlighting. In stock and despatched from Scotland. NB: All orders from the USA and Canada have to be sent
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2008 Paperback The ISBN for this item is: 9780273711568 Does not contain access code Used copy in good condition-textbooks may contain some highlighting. In stock and despatched
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from the UK In stock and despatched from the UK. NB: All orders from the USA and Canada have to be sent via the Alibris depot in the UK and are then sent to the customer by Alibris in the USA. Until the book is received in the USA Alibris warehouse your order will show as Pending. Expected delivery dates are contained in the Help. *****PLEASE NOTE: This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section*****
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2008 Paperback Used copy in good condition-textbooks may contain some highlighting. In stock and despatched from Scotland. NB: All orders from the USA and Canada have to be sent
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via the Alibris depot in the UK and are then sent to the customer by Alibris in the USA. Until the book is received in the USA Alibris warehouse your order will show as Pending. Expected delivery dates are contained in the Help section of this site and in the confirmation email. *****PLEASE NOTE: This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section*****
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This book has a light amount of wear to the pages, cover and binding. Blue Cloud Books ??? Hot deals from the land of the sun.
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More About This Textbook
Overview
Widely hailed for its practical and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings--in product and service firms, consumer and business markets, profit and nonprofit organizations, and small and large businesses.
Editorial Reviews
Booknews
New edition of a standard text for undergraduate business students. Covers the basics of the subject and provides insights into recent marketing developments. Annotation c. Book News, Inc., Portland, OR (booknews.com)Product Details
Related Subjects
Meet the Author
As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world’s leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable.
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Prentice'Hall), now in its twelfth edition and the world’s most widely used marketing text book in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor “outstanding contributions to science in marketing. In a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth “most influential business writer/guru” of the twenty-first century.
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.
Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
But Professor Armstrong’s first love is teaching. His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. He works closely with business student groups and has received several campus'wide and Business School teaching awards. He is the only repeat recipient of school’s highly regarded Award for Excellence in Undergraduate Teaching, which he has received three times. Professor Armstrong recently received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.
Table of Contents
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
2. Strategic Planning and the Marketing Process.
3. The Global Marketing Environment.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
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.
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.
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.