MARC record from Internet Archive

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005 20101006151222.0
008 000228s2001 njua b 001 0 eng
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020 $a9780130263124 (hardcover)
020 $a0130283290
020 $a9780130283290
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050 00 $aHF5415$b.K636 2001
082 00 $a658.8$221
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100 1 $aKotler, Philip.
245 10 $aPrinciples of marketing /$cPhilip Kotler, Gary Armstrong.
250 $a9th ed.
260 $aUpper Saddle River, N.J. :$bPrentice Hall,$cc2001.
300 $axxxi, 785, [53] p. :$bcol. ill. ;$c28 cm. +$e1 computer optical disc (4 3/4 in.)
504 $aIncludes bibliographical references and indexes.
505 0 $aUnderstanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- The marketing environment -- Developing marketing opportunities and strategies. Marketing research and information systems -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Developing the marketing mix. Product and services strategy -- New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Distribution channels and logistics management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Direct and online marketing: the new marketing model -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.
538 $aSystem requirements for accompanying computer disc: Windows 95/98/NT/2000.
650 0 $aMarketing.
650 6 $aMarketing.
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700 1 $aArmstrong, Gary$q(Gary M.)
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