Marketing: An Introduction (5th Edition)

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9780130127716: Marketing: An Introduction (5th Edition)

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 pillarsó(1) theory and concepts; (2) practices and applications; and (3) instructional supportócultivating 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 Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.

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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:

This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillarsó(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketingóin sales forces, retailing, advertising, research, or any other areas.

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