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Principles of marketing
book
posted on 2003-01-01, 00:00 authored by P Kotler, Stewart Adam, L Brown, G ArmstrongPrinciples of marketing
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Pagination
1 - 656Publisher
Pearson Education AustraliaPlace of publication
Frenchs Forest, N.S.W.ISBN-13
9781740098113ISBN-10
1740098110Edition
2ndLanguage
engNotes
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.Publication classification
A3 Revision/new editionCopyright notice
2003, Pearson Education AustraliaUsage metrics
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