Principles of Marketing

European Edition

av Philip Kotler. Häftad, 2004

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 (häftad)
  • Häftad (Paperback)
  • Språk: Engelska
  • Antal sidor: 1056
  • Utg.datum: 2004-11-01
  • Upplaga: 4r.e.
  • Förlag: Financial Times/ Prentice Hall
  • Medarbetare: Saunders, John A.
  • Illustrationer: Illustrations (some col.), col. ports.
  • Volymtitel: European Edition
  • Dimensioner: 275 x 210 x 40 mm
  • Vikt: 2670 g
  • Antal komponenter: 1
  • ISBN: 9780273684565

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Innehållsförteckning

BRIEF CONTENTSPREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE: MARKETING NOW1. Marketing now 2. Strategic marketing PART TWO: THE MARKETING SETTING3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society: social responsibility and marketing ethics 6. The global marketplace PART THREE: MARKETS7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR: CORE STRATEGY10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE: PRODUCT13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX: PRICE16. Pricing PART SEVEN: PROMOTION17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT: PLACE20. Managing marketing channels GLOSSARYSUBJECT INDEXINDEX OF COMPANIES