Recommended book: Principles of Marketing by Gary Armstrong and Philip Kotler (2003, Paperback)

Principles of Marketing by Gary Armstrong and Philip Kotler (2003, Paperback)

Principles of Marketing by Gary Armstrong and Philip Kotler (2003, Paperback)

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Item specifics

Condition:

Very Good: A book that does not look new and has been read but is in excellent condition. No obvious damage to
Format: Paperback
Language: English Publication Year: 2003
ISBN:

9780131018617

Principles of Marketing by Gary Armstrong and Philip Kotler (2003, Paperback)

About this product

Product Information
The 12th 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 Marketing” tells 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
Publisher Prentice Hall PTR
ISBN-10 0131018612
ISBN-13 9780131018617
eBay Product ID (ePID) 2311724

Product Key Features
Format Paperback
Publication Year 2003
Language English

Dimensions
Weight 63.6 Oz
Width 8.7in.
Height 1in.
Length 11.1in.

Additional Product Features
Dewey Edition 20
Table of Content I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing: Managing Profitable Customer Relationships. 2. Company and Marketing Strategy: Partnering to Build Customer Relationships. 3. Marketing in the Digital Age: Making New Customer Connections. II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES. 4. The Marketing Environment. 5. Managing Marketing Information. 6. Consumer Markets and Consumer Buyer Behavior. 7. Business Markets and Business Buyer Behavior. 8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. III. DEVELOPING THE MARKETING MIX. 9. Product, Services, and Branding Strategies. 10. New-Product Development and Product Life-Cycle Strategies. 11. Pricing Considerations and Approaches. 12. Pricing Strategies. 13. Marketing Channels and Supply Chain Management. 14. Retailing and Wholesaling. 15. Integrated Marketing Communication Strategy. 16. Advertising, Sales Promotion, and Public Relations. 17. Personal Selling and Direct Marketing. IV. MANAGING MARKETING. 18. Creating Competitive Advantage. 19. The Global Marketplace. 20. Marketing and Society: Social Responsibility and Marketing Ethics. APPENDIXES. 1. Measuring and Forecasting Demand. 2. Marketing Arithmetic. References. Credits. Glossary. Index.
Illustrated Yes
Dewey Decimal 658.8
Copyright Date 2004
Author Gary Armstrong, Philip Kotler
Edition Number 10
Number of Pages 752 Pages
Lc Classification Number Hf5415.K636 2003
Publication Date 2003-03-03
Reviews What reviewers are saying about Philip Kotler and Gary Armstrong’s recent work (Principles of Marketing and Marketing: An Introduction): “I have aggressively sought to utilize various assessment tools in my curriculum and have been very pleased with the Armstrong/Kotler support and value-added materials. I find the students often list them as “MOST HELPFUL” in course evaluations.” Temple University reviewer “I think Kotler and Armstrong really have a tiger by the tail in emphasizing relationships as their dominant theme… Their new emphasis on relationships and the new digital age are consistent with my high-tech, high-touch approach to marketing.” Tulane University reviewer “The authors do a superb job of covering customer value. It is certainly a conspicuous cornerstone of the book. The concept is well integrated in each chapter I that I reviewed.” University of Southern Mississippi reviewer “The value creation underlying theme is excellent. The section on brand strategy is thorough, provides good examples, and students can relate to it.” County College of Morris reviewer “Great idea to place positioning in with the product – FINALLY a book that did this!” Southern New Hampshire University reviewer “This text is one of the best overall undergraduate marketing texts I have seen, because it incorporates more real-world applications of marketing concepts than any others I have used. This text does a good job of presenting marketing theory that is based on academic literature without excessive jargon or ‘lists’ that students think they should memorize. The videos and cases go well with the material.” George Washington University reviewer “The strengths of Kotler and Armstrong are that the focus is on the customer, which is very important and they define marketing in an understandable manner. I think they use excellent examples…. I am impressed.” Montgomery Community College reviewer “Kotler and Armstrong have stayed contemporary with everything going on in the field.” California State University, Northridge reviewer “The authors offer appropriate organizations and marketing efforts as examples and illustrations, and they have done a superb job of accounting for the current and emerging trends in a discipline that is characterized by rapid change.” Eastern Kentucky University reviewer “The CRM topic is given better coverage than in our present text.” Milwaukee Area Technical College, Mequon Campus reviewer “I do applaud the authors’ practice of clearly delineating chapter objectives up front, followed by a review of the objectives/concepts at the end of the chapter – I like this continuity.” University of North Florida reviewer “Good focus on digital issues and relationships throughout the text…The content is very good…The examples are current and applicable to this age group of students.” Western Michigan University reviewer “Segmentation is a key chapter in my course. Kotler and Armstrong are superior in their coverage of this material…I feel my students would be better off with Kotler and Armstrong’s text.” Murray State University reviewer “Kotler and Armstrong is quite refreshing, as it draws the reader into the fascinating areas of marketing via the use of real life examples right off the bat. My current text just starts by explaining theory with a few scattered examples, and many flow charts and graphs.” University of Utah reviewer “I particularly think that Kotler and Armstrong’s text is far superior to [my present text-in-use] relative to the “What is Marketing?” section in the first chapter….I love the diversity of products and companies chosen for the company examples and cases; examples of companies that all ages can relate to and that are of
Lccn 2002-034634

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