TY  - BOOK
AU  - Kotler,Philip
TI  - Principles of Marketing
SN  - 0273646621 (pbk.)
AV  - HF5415 .K6314 2002
U1  - 658.8/0094 20
PY  - 2002///
CY  - Harlow, England, New York
PB  - Prentice Hall
KW  - Marketing
KW  - Principles of marketing
N1  - Edition for U.S. published under: Principles of marketing / Philip Kotler, Gary Armstrong. 7th ed., c1996; "The European edition ... offers significant changes"--Pref; Includes bibliographical references and index; PART ONE. MARKETING AND THE MARKETING PROCESSChapter 1. Marketing in a Changing World: Satisfying Human Needs.Case 1: Kitkat: Have A Break.Chapter 2. Marketing And Society: Social Responsibility And Marketing Ethics. Case 2: Nestle: Singled Out Again and Again.Chapter 3. Strategic Marketing Planning. Case 3: Look out Lipton, Here Comes Oolong! PART TWO. THE MARKETING SETTING. Chapter 4. The Marketing Environment. Case 4: Unilever: Power? Chapter 5. The Global Marketplace. Case 5: Making the Global Tipple: Soil, Climate, Aspect and Mystique. Chapter 6. Consumer Buyer Behaviour.Case 6: Aibo: Looking for a Charged-Up Spot? Chapter 7. Business-to-Business Marketing. Case 7: Biofoam: Just Peanuts? Chapter 8. Market Information and Marketing Research.Case 8: Judy Greene Pottery. PART THREE CORE STRATEGY. Chapter 9. Market Segmentation and Targeting: Satisfying Human Needs. Case 9: Coffee-Mate. Chapter 10 Positioning.Case 10: Sobe's Herbal Hedonism. Chapter 11 Building Customer Relationships: Customer Satisfaction, Quality, Value and Service.Case 11: National Gummi Ab.Chapter 12 Creating Competitive Advantages. Case 12: The Mobile Maelstrom. PART FOUR. PRODUCT. Chapter 13. Brands, Products, Packaging and Support Services. Case 13: Colgate: One Squeeze Too Many? Chapter 14. New-Product Development and Product Life-Cycle Strategies. Case 14: The Swatchmobile: Any Colour Combination, Including Black. Chapter 15. Marketing Services.Case 15: Nspcc: Misunderstood.PART FIVE. PRICE. Chapter 16. Pricing Considerations and Approaches. Case 16: Easyjet, Easy Go. Chapter 17. Pricing Strategies. Case 17: Pricing Imperial's Oil PART SIX. PROMOTION. Chapter 18. Integrated Marketing Communication Strategy. Case 18: Absolut Vodka: Absolutely Successful. Chapter 19. Mass Communications: Advertising, Sales Promotion and Public Relations. Case 19: Promotions in a Digital Age. Chapter 20. Personal Selling and Sales Management. Case 20: Britcraft Jetprop: Whose Sale is i
N2  - A comprehensive, broad-based introductory text which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making
ER  -