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Principles of marketing

Kotler, Philip, Adam, Stewart, Brown, L. and Armstrong, G. 2003, Principles of marketing, 2nd ed., Pearson Education Australia, Frenchs Forest, N.S.W..

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Title Principles of marketing
Author(s) Kotler, Philip
Adam, Stewart
Brown, L.
Armstrong, G.
Publication date 2003
Total pages xxiii, 656 p.
Publisher Pearson Education Australia
Place of Publication Frenchs Forest, N.S.W.
Keyword(s) Marketing
Notes Contents: 1. Marketing: creating excitement and value -- 2. Strategic marketing and planning -- 3. The global marketing environment -- 4. Information management and marketing research -- 5. Consumer market behaviour -- 6. Business market behaviour -- 7. Market segmentation, targeting and positioning -- 8. Products: goods, services and experiences -- 9. New products -- 10. Pricing considerations and approaches -- 11. Placement -- 12. IMC: advertising and public relations -- 13. IMC: sales promotion and selling -- 14. IMC: direct and online marketing -- 15. Connecting with the borderless global markets -- 16. Ethics and marketing compliance.
ISBN 1740098110
Edition 2nd
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category A3 Revision/new edition
Copyright notice ©2003, Pearson Education Australia
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Document type: Book
Collection: School of Management and Marketing
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