Marketing: An Introduction (5th Edition)

Armstrong, Gary

ISBN 10: 013012771X / ISBN 13: 9780130127716

Published by Prentice Hall, 1999

About this Item

Has some shelf wear, highlighting, underlining and/or writing. Great used condition. A portion of your purchase of this book will be donated to non-profit organizations.Over 1,000,000 satisfied customers since 1997! Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders.

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Bibliographic Details

• Title: Marketing: An Introduction (5th Edition)
• Publisher: Prentice Hall
• Publication Date: 1999
• Language: English
• ISBN 10: 013012771X
• ISBN 13: 9780130127716
• Binding: paperback
• Condition: Very Good
• Weight: 44 ounces

About this title

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 Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.

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.