Marketing

Kotler, Philip, Brown, L., Adam, Stewart, Burton, S. and Armstrong, G. 2007, Marketing, 7th ed., Pearsons Education Australia, Frenchs Forest, N.S.W..

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Title Marketing
Author(s) Kotler, Philip
Brown, L.
Adam, Stewart
Burton, S.
Armstrong, G.
Editor(s) Kotler, Philip
Brown, L.
Adam, Stewart
Burton, S.
Armstrong, G.
Publication date 2007
Total pages xxxi, 904 p.
Publisher Pearsons Education Australia
Place of Publication Frenchs Forest, N.S.W.
Keyword(s) Marketing -- Textbooks
Summary Marketing: plus one key student access kit online.
Notes Contents: Part One. Understanding the marketing process and strategic planning. -- 1. Marketing: creating value -- 2. Customer retention and business profits -- 3. Strategic planning and marketing -- 4. Marketing plans -- Part Two. Market analysis, targeting and positioning. 5. The global marketing environment -- 6. Information management and marketing research -- 7. Consumer behaviour -- 8. Business-to-business behaviour -- 9. Market analysis and applications -- 10. Market segmentation, targeting and positioning -- Part Three. Working with the extended marketing mix. 11. Products: goods, services and experiences -- 12. New products -- 13. Pricing considerations and approaches -- 14. Marketing channels and logistic networks -- 15. Retailing and wholesaling -- 16. Advertising and public relations -- 17. Managing sales promotion and selling -- 18. Direct and online marketing -- 19. Sustainable competitive advantage -- Part Four. Extending the marketing management. 20. Tapping into markets across the globe -- 21. Responsible marketing.
ISBN 0733975771
9780733975776
Edition 7th
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category A3 Revision/new edition
Copyright notice ©2006, Pearson Education Australia (a division of Pearson Australia Group Pty Ltd)
Persistent URL http://hdl.handle.net/10536/DRO/DU:30010475

Document type: Book
Collection: School of Management and Marketing
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