Principles of Marketing Pack 5th European Edition Book/Code Package

av Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders, Marian Burk Wood  (mixed media product, 2010)

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Principles of Marketing Pack 5th European Edition Book/Code Package
  • Mixed media product
  • Språk: Engelska
  • Utg.datum: 2010-06-17
  • Upplaga: 5
  • Förlag: FT PRENTICE HALL
  • Medarbetare: Armstrong, Gary / Wong, Veronica / Saunders, John / Burk Wood, Marian / Armstrong, Gary
  • Dimensioner: 275 x 210 x 54 mm
  • Vikt: 2840 g
  • Antal komponenter: 2
  • Komponenter: Paperback (1), Online resource (1)
  • ISBN: 9780273743279

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Innehållsförteckning

Part one   Marketing now

Chapter 1  Marketing  now                                                                                                          

Chapter 2   Sustainable marketing: marketing ethics and social responsibility

Chapter 3   Strategic marketing

Part two   Markets

Chapter 4   The marketing environment

Chapter 5   Consumer markets

Chapter 6   Business-to-business marketing

Chapter 7   Marketing research

Part three   Core strategy

Chapter 8   Relationship marketing

Chapter 9   Segmentation and positioning

Chapter 10   Competitive strategy

Part four   Product

Chapter 11   Product and branding strategy

Chapter 12   New-product development and product life-cycle strategies

Chapter 13   Marketing services

Part five   Price

Chapter 14   Pricing

Part six   Promotion

Chapter 15   Communicating customer value: integrated marketing communications strategy

Chapter 16   Advertising and public relations

Chapter 17   Personal selling and sales promotion

Chapter 18   Direct and online marketing: building direct customer relationships

Part seven   Place

Chapter 19   Managing marketing channels

Chapter 20   The global marketplace

Glossary
Subject index
Company index

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