Principles of Marketing (The Prentice Hall Series in Marketing)

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9780130305602: Principles of Marketing (The Prentice Hall Series in Marketing)

Work smart. With PHLIP--Prentice Hall's Learning on the Internet Partnership--a free academic support Web site for professors and students in business. Today's new articles are tied directly to your textbook, so you can actually see concepts you're learning as they occur in the world of business.

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From the Publisher:

Uses practical examples and cases to apply marketing concepts and principles to actual marketing management practices.

From the Back Cover:

This book takes a practical, managerial approach to marketing by providing a depth of examples and applications to show the major decisions that marketing managers face in balancing the organizationŐs efforts against the needs and opportunities in the marketplace. The book presents a comprehensive, innovative, and practical introduction to marketing. Its writing style and use of examples and illustrations make it straightforward, easy to read, and enjoyable. It also covers a wide range of important marketing topics including: environmental sustainability, environmental management, diversity, levels of market segmentation, internal marketing databases, on-line marketing databases, one-to-one marketing, value-added marketing, integrated marketing communications, integrated direct marketing, third party logistics, international marketing, and socially responsible marketing. The eighth edition of Principles of Marketing has been streamlined and refreshed throughout with new and updated examples. Yet, despite the addition of a new chapter and new material, this edition is still two chapters shorter than the previous one. It provides extensive coverage of new marketing technologies and the impact these technologies are having on the way marketers learn about and track customers, create products and service to meet customer needs, distribute products more efficiently and effectively and communicate with their customers. Among new technologies covered are: the Internet, database marketing, mass customization, Web-based marketing research, virtual reality displays, and on-line virtual stores. An essential reference for every marketing professional.

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Kotler, Philip, Armstrong, Gary
Published by Prentice Hall (1994)
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Philip Kotler, Gary Armstrong
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