Title:
Principles of marketing
Author:
Kotler, Philip.
ISBN:
9780137006694
Personal Author:
Edition:
13th ed., Global ed.
Publication Information:
Upper Saddle River, N.J. ; London : Pearson Education, ©2010.
Physical Description:
1 volume (various pagings) : illustrations (chiefly color) ; 28 cm
General Note:
Previous edition: Upper Saddle River, N.J. : Pearson Prentice Hall, 2008.
"The Global edition has been edited to include enhancements making it more relevant to students outside the United States."--Page 4 of cover.
Contents:
Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- Global marketplace -- Sustainable marketing : social responsibility and ethics.
Abstract:
'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term reviews; discussions on applying concepts; exercises on using technology in marketing; and situations on ethics.
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