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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 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.
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Marketing An Introduction
Published by
Prentice Hall College Div, 1997
ISBN 10: 0132527103
ISBN 13: 9780132527101
Used
Hardcover
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Marketing : An Introduction
Published by
Pearson Education, Limited, 1996
ISBN 10: 0132527103
ISBN 13: 9780132527101
Used
Hardcover
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Marketing : An Introduction
Published by
Pearson Education, Limited, 1996
ISBN 10: 0132527103
ISBN 13: 9780132527101
Used
Hardcover
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Marketing: An Introduction
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Marketing: An Introduction
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Marketing: An Introduction
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Marketing Introduction (Marketing: An Introduction)
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Marketing Introduction (Marketing: An Introduction)
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