Principles of marketing. xxxi / 3rd Euro ed. Kotler, Armstrong, Saunders & Wong

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Principles of marketing. xxxi / 3rd Euro ed. Kotler, Armstrong, Saunders & Wong

Book

KOTLER, Philip | WONG, Veronica | ARMSTRONG, Gary | Saunders, John A.

Published by Prentice Hall Europe. London - 2001

Source : Ebsco collections

Item type: Book
Pages: 856 p.

Edition: 3rd European ed.
Publication year: 2001

Note

CONTENTS: PART ONE: MARKETING AND THE MARKETING PROCESS 1. Marketing in a changing world: satisfying human needs 2. Marketing and society: social responsibility and marketing ethics 3. Strategic marketing planning PART TWO: THE MARKETING SETTING 4. The marketing environment 5. The global marketplace 6. Consumer buyer behaviour 7. Business-to-business behaviour 8. Market information and marketing research PART THREE: CORE STRATEGY 9. Market segmentation and targeting: satisfying human needs 10. Positioning 11. Building customer relationships: customer satisfaction, quality, value and service 12. Creating competitive advantage PART FOUR: PRODUCT 13. Brands, products, packaging and support service 14. New-product development and product life-cycle strategies 15. Marketing services PART FIVE: PRICE 16. Pricing considerations and approaches 17. Pricing strategies PART SIX: PROMOTION 18. Integrated marketing communication strategy 19. Mass communications: advertising, sales promotion and public relations 20. Personal selling and sales management PART SEVEN: PLACE 21. Managing marketing channels 22. Direct and online marketing

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