Recommended book: Principles of Marketing, 12th Edition by Kotler, Philip, Armstrong, Gary

Principles of Marketing, 12th Edition by Kotler, Philip, Armstrong, Gary

Principles of Marketing, 12th Edition by Kotler, Philip, Armstrong, Gary

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Item specifics

Condition:

Acceptable: A book with obvious wear. May have some damage to the cover but integrity still intact. The binding
Edition Number: 12
Language: English Publication Year: 2007
Format: Hardcover ISBN:

0132390027

EAN:

9780132390026

Principles of Marketing, 12th Edition by Kotler, Philip, Armstrong, Gary

Product Details

Synopsis
The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined,Principles of Marketingtells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Product Identifiers
ISBN-10 0132390027
ISBN-13 9780132390026
eBay Product ID (ePID) 57027131

Key Details
Author Gary Armstrong, Philip Kotler
Number Of Pages 736 pages
Format Hardcover
Publication Date 2007-02-27
Language English
Publisher Prentice Hall PTR
Publication Year 2007

Additional Details
Edition Number 12
Copyright Date 2008
Illustrated Yes

Dimensions
Weight 62.9 Oz
Height 1.2 In.
Width 8.8 In.
Length 11.1 In.

Target Audience
Group College Audience

Classification Method
LCCN 2007-000562
LC Classification Number HF5415.K636 2008
Dewey Decimal 658.8
Dewey Edition 20

Table Of Content
Part 1 Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 2 2. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2 Understanding the Marketplace and Consumers 62 3. The Marketing Environment 62 4. Managing Marketing Information 94 5. Consumer Markets and Consumer Buyer Behavior 128 6. Business Markets and Business Buyer Behavior 158 Part 3 Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 182 8. Product, Services, and Branding Strategies 216 9. New-Product Development and Life-Cycle Strategies 250 10. Pricing Products: Understanding and Capturing Customer Value 282 11. Pricing Products: Pricing Strategies 306 12. Marketing Channels and Supply Chain Management 332 13. Retailing and Wholesaling 364 14. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 424 16. Personal Selling and Sales Promotion 450 17. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4 Extending Marketing 514 18. Creating Competitive Advantage 514 19. The Global Marketplace 540 20. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-1 2. Marketing by the Numbers A-11 3. Careers in Marketing A-27 References R-1 Glossary G-1 Credits C-1 Index I-1

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