| Title : | Principles of marketing | | Material Type: | printed text | | Authors: | Philip Kotler, Author ; Veronica Wong, Author ; John Saunders, Author ; Gary Armstrong, Author | | Edition statement: | 3rd European edition | | Publisher: | Harlow : Financial Times Prentice Hall | | Publication Date: | 2001 | | Pagination: | xxxiv, 954 p. | | Layout: | ill. (some col.), ports. | | Size: | 28 cm | | ISBN (or other code): | 978-0-273-64662-4 | | Class number: | 658.8 | | Abstract: | John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition.
Principles of Marketing, Third European Edition has been revised and updated to provide readers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues across the marketing mix. Recognising the increasing significance of globalisation and e-business, the authors deal clearly and comprehensively with European marketing in a global context. | | Contents note: | Part 1: 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 2: The Markets Setting
Chapter 4: The Marketing Environment; Chapter 5: The Global Marketplace; Chapter 6: Consumer Buyer Behaviour; Chapter 7: Business-to-Business Marketing; Chapter 8: Marketing Information and Marketing Research
Part 3: Core Strategy
Chapter 9: Market Segmentation and Targeting: Satisfying Human Needs; Chapter 10: Positioning; Chapter 11: Building Customer Relationships: Customer Satisfaction, Quality, Value and Services; Chapter 12: Creating Competitive Advantage
Part 4: Product
Chapter 13: Brands, Products, Packaging and Support Services; Chapter 15: New-Product Development and Product Life-Cycle Strategies; Chapter 16: Marketing services
Part 5: Price
Chapter 16: Pricing Consideration and Approaches; Chapter 17: Pricing Strategies
Part 6: Promotion
Chapter 18: Integrated Marketing Communication Strategy; Chapter 19: Mass Communication: Advertising and Public Relations; Chapter 20: Personal Selling and Sales Management
Part 7: Place
Chapter 21: Managing Marketing Channels; Chapter 22: Direct and Online Marketing: The New Marketing Model
Glossary; Subject Index; Index of Company |
Principles of marketing [printed text] / Philip Kotler, Author ; Veronica Wong, Author ; John Saunders, Author ; Gary Armstrong, Author . - 3rd European edition . - Harlow : Financial Times Prentice Hall, 2001 . - xxxiv, 954 p. : ill. (some col.), ports. ; 28 cm. ISBN : 978-0-273-64662-4 | Class number: | 658.8 | | Abstract: | John Saunders and Veronica Wong's highly successful European adaptation of Kotler and Armstong's Principles of Marketing, the leading and most authoritative marketing textbook, is now in its third edition.
Principles of Marketing, Third European Edition has been revised and updated to provide readers with a comprehensive introduction to all aspects of modern marketing. It takes a rigorous, practical and managerial approach to issues across the marketing mix. Recognising the increasing significance of globalisation and e-business, the authors deal clearly and comprehensively with European marketing in a global context. | | Contents note: | Part 1: 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 2: The Markets Setting
Chapter 4: The Marketing Environment; Chapter 5: The Global Marketplace; Chapter 6: Consumer Buyer Behaviour; Chapter 7: Business-to-Business Marketing; Chapter 8: Marketing Information and Marketing Research
Part 3: Core Strategy
Chapter 9: Market Segmentation and Targeting: Satisfying Human Needs; Chapter 10: Positioning; Chapter 11: Building Customer Relationships: Customer Satisfaction, Quality, Value and Services; Chapter 12: Creating Competitive Advantage
Part 4: Product
Chapter 13: Brands, Products, Packaging and Support Services; Chapter 15: New-Product Development and Product Life-Cycle Strategies; Chapter 16: Marketing services
Part 5: Price
Chapter 16: Pricing Consideration and Approaches; Chapter 17: Pricing Strategies
Part 6: Promotion
Chapter 18: Integrated Marketing Communication Strategy; Chapter 19: Mass Communication: Advertising and Public Relations; Chapter 20: Personal Selling and Sales Management
Part 7: Place
Chapter 21: Managing Marketing Channels; Chapter 22: Direct and Online Marketing: The New Marketing Model
Glossary; Subject Index; Index of Company |
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