Principles of marketing
By: Philip Kotler, Gary Armstrong.
Contributors: Armstrong, Gary.
Edition: 11th ed.
Publisher: Pearson Prentice Hall
Published: 2005
Place of publication: Upper Saddle River, NJ
Language: eng
Number of pages: 768
Subjects: Marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing; title: Company and marketing strategy : partnering to build customer relationships; title: The marketing environment; title: Managing marketing information; title: Consumer markets and consumer buyer behavior; title: Business markets and business buyer behavior; title: Segmentation, targeting, and positioning : building the right relationships with the right customers; title: Product, services, and branding strategy; title: New-product development and product life-cycle strategies; title: Pricing products : pricing considerations and strategies; title: Pricing products : pricing strategies; title: Marketing channels and supply chain management; title: Retailing and wholesaling; title: Integrated marketing communications strategy; title: Personal selling and direct marketing; title: Creating competitive advantage; title: Marketing in the digital age; title: The global marketplace; title: Marketing and society : social responsibilityand marketing ethics.