Principles of marketing [printed text] / Philip Kotler, Author ; Gary Armstrong, Author ; John Saunders, Author ; Veronica Wong, Author  . -  2nd European edition . - London : Prentice Hall, 1999 . - xxiii, 1031 p. : ill (col) ; 28 cm.
ISBN : 978-0-13-262254-7
Inlcudes Glossary, Subject Index and Company Index

Class number:	658.8
Abstract:
Contents note:	Part I: Marketing and the Marketing Process Chapter 1: Marketing in a Changing World:Satisfying Human Needs, Chapter 2: Marketing and Society: Social Responsibility and Marketing Ethics, Chapter 3: Strategic Marketing Planning Part II: The Marketing Setting Chapter 4: The Marketing Environment, Chapter 5: The Global Marketplace, Chapter 6: Consumer Buyer Behaviour, Chapter 7: Business Markets and Business Buyer Behaviour, Chapter 8: Market Information and Marketing Research Part III: Core Strategy Chapter 9: Market Segmentation and Targeting, Chapter 10: Positioning, Chapter 11: Building Customer Relationships: Customer Satisfaction, Quality, Value and Service, Chapter 12: Creating Competitive Advantages Part IV: Product Chapter 13: Brands, Products, Packaging and Services, Chapter 14: Product Development and Life-Cycle Strategies, Chapter 15: Marketing Services Part V: Price Chapter 16: Pricing Considerations and Approaches,Chapter 17: Pricing Strategies Part VI: Promotion Chapter 18: Integrated Marketing Communication Strategy, Chapter 19: Mass Communications: Advertising, Sales Promotion and Public Relations, Chapter 20: Personal Selling and Sales Management Part VII: Place Chapter 21: Managing Marketing Channels, Chapter 22: Direct and Online Marketing