Add to basket
Principles of Marketing
Out of stock
You can request a quote on this product by adding it to your basket
Apologies, the product that you have selected currently does not have stock.
This item has been added to your basket. To obtain your free quote, click on Get Quote in your basket.
- Philip Kotler, Gary Armstrong
- Pearson Education (US)
- Width (mm):
- Length (mm):
- Table of Contents:
- Part 1--Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2--Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. New-Product Development and Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4--Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Careers in Marketing Glossary, Company Index, Subject Index
- Weight (g):
Be the first to rate or write a review for this product
Your Recent History
Recently Viewed Items