Principles of marketing [printed text] / Philip Kotler, Author ; Gary Armstrong, Author  . -  10th International edition . - Upper Saddle River, N.J. : Pearson Prentice Hall, 2004 . - xxix, 661 p., [76 p.] : ill. (chiefly col.) ; 28 cm.
ISBN : 978-0-13-121276-3

Class number:	658.8
Abstract:
Contents note:	Part I Understanding Marketing and the Marketing Process: 1. Marketing : managing profitable customer relations; 2. Company and marketing strategy: partnering to build customer relationships; 3. Marketing in the digital age: making new customer connections. Part II Developing Marketing Opportunities and Strategies: 4. The marketing environment; 5. Managing marketing information; 6. consumer markets and consumer buyer behavior; 7. Business markets and business buyer behavior; 8. Segementation, targeting, and positioning: building the right relationships with the right customers. Part III Developing the Marketing Mix: 9. Product, services, and branding strategies; 10. New-product development and product life-cycle strategies; 11. Pricing considerations and approaches; 12. Pricing strategies; 13. Marketing channels and supply chain management; 14. Retailing and wholesaling; 15. Integrated marketing communication strategy; 16. Advertising, sales promotion, and public relations; 17. Personal selling and direct management. Part IV Managing Marketing: 18. Creating competitive advantage; 19. the global marketplace; 20. Marketing and society: social responsibility and marketing ethics.