Franklin

Principles of marketing / Philip Kotler, Gary Armstrong.

Author/Creator:
Kotler, Philip.
Edition:
11th ed.
Publication:
Upper Saddle River, N.J. : Pearson Prentice Hall, c2006.
Format/Description:
Book
xx, 651, [94] p. : col. ill. ; 29 cm.
Subjects:
Marketing.
Contents:
Marketing
Company and marketing strategy : partnering to build customer relationships
The marketing environment
Managing marketing information
Consumer markets and consumer buyer behavior
Business markets and business buyer behavior
Segmentation, targeting, and positioning : building the right relationships with the right customers
Product, services, and branding strategy
New-product development and product life-cycle strategies
Pricing products : pricing considerations and strategies
Pricing products : pricing strategies
Marketing channels and supply chain management
Retailing and wholesaling
Integrated marketing communications strategy
Personal selling and direct marketing
Creating competitive advantage
Marketing in the digital age
The global marketplace
Marketing and society : social responsibility and marketing ethics.
Notes:
Publisher varies; : New Delhi : Prentice-Hall of India Private Limited
Includes bibliographical references and index.
Local notes:
Acquired for the Penn Libraries with assistance from the Rosengarten Family Fund.
Contributor:
Armstrong, Gary.
Rosengarten Family Fund.
ISBN:
0131469185
OCLC:
57283926
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