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Marketing

book
posted on 2007-01-01, 00:00 authored by P Kotler, L Brown, Stewart Adam, S Burton, G Armstrong
Marketing: plus one key student access kit online.

History

Pagination

1 - 904

Publisher

Pearsons Education Australia

Place of publication

Frenchs Forest, N.S.W.

ISBN-13

9780733975776

ISBN-10

0733975771

Edition

7th

Language

eng

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.

Publication classification

A3 Revision/new edition

Copyright notice

2006, Pearson Education Australia (a division of Pearson Australia Group Pty Ltd)

Editor/Contributor(s)

P Kotler, L Brown, S Adam, S Burton, G Armstrong

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