Marketing: An Introduction - Hardcover

Kotler, Philip; Armstrong, Gary

Hardcover

ISBN 10: 0132527103 ISBN 13: 9780132527101

Publisher: Pearson College Div, 1997

Synopsis

This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way. Coverage balances upon three essential pillars—(1) theory and concepts; (2) practices and applications; and (3) instructional support—cultivating an efficient, effective reading and learning environment. Topics include marketing in a changing world; strategic planning and the marketing process; the global marketing environment; marketing research and information systems; consumer and business buyer behavior; market segmentation, targeting, and positioning for competitive advantage; product and service strategies; new-product development and life-cycle strategies; pricing considerations and strategies; distribution channels and logistics management; retailing and wholesaling; advertising and public relations; personal selling and sales promotion; direct and online marketing; the global marketplace; and marketing and society. For practicing Marketin

About this title

From the Publisher:

This new edition of a Kotler classic has been completely updated to reflect the state-of-the-art in marketing theory and practices, to explore major new marketing trends and themes, and to provide dynamic new examples of marketing in action.

From the Back Cover:

Key Benefit: Delivering superior customer value, satisfaction, and quality, this edition reflects today's emphasis on market-centered strategies and taking care of the customer. Key Topics: It explores major new marketing trends and themes, and provides dynamic new examples of marketing in action. Now only 17 chapters, the book can be more easily covered in a shorter length time.

About this edition

• Publisher: Pearson College Div
• Publication date: 1997
• ISBN 10: 0132527103
• ISBN 13: 9780132527101
• Binding: Hardcover
• Edition number: 4
• Number of pages: 585