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PRINCIPLES OF MARKETING 12e(pb)2009
Author: PHILIP KOTLER
ISBN: 9788131715475
Year: 2009
Publisher: PEARSON EDUCATION ASIA
Category: MARKETING & SALES/ CUSTOMER CARE
Edition: 12
Format: Paperback
Language: English
Pages: 557
 ABOUT THE TITLE
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. Author: Philip Kotler / Gary Armstrong
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 TABLE OF CONTENTS
PART 1–Defining Marketing and the Marketing Process.
1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
PART 2–Understanding the Marketplace and Consumers.
3. The Marketing Environment.
4. Managing Marketing Information.
5. Consumer Markets and Consumer Buyer Behavior.
6. Business Markets and Business Buyer Behavior.
PART 3–Designing a Customer-Driven Strategy and Marketing Mix.
7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers.
8. Product, Services, and Branding Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Products: Understanding and Capturing Customer Value.
11. Pricing Products: Pricing Strategies.
12. Marketing Channels and Supply Chain Management.
13. Retailing and Wholesaling.
14. Communicating Customer Value: Integrated Marketing Communication Strategy.
15. Advertising and Public Relations.
16. Personal Selling and Sales Promotion.
17. Direct and Online Marketing: Building Direct Customer Relationships.
PART 4–Extending Marketing.
18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing Ethics and Social Responsibility.
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