Items related to Marketing: An Introduction
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
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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
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 title" may belong to another edition of this title.
- PublisherPearson College Div
- Publication date1997
- ISBN 10 0132527103
- ISBN 13 9780132527101
- BindingHardcover
- LanguageEnglish
- Edition number4
- Number of pages585
- Rating
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Marketing An Introduction
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Prentice Hall College Div, 1997
ISBN 10: 0132527103
ISBN 13: 9780132527101
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Marketing An Introduction
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Prentice Hall College Div, 1997
ISBN 10: 0132527103
ISBN 13: 9780132527101
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