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| 001 | vtls000006561 | ||
| 003 | VRT | ||
| 005 | 20250102224252.0 | ||
| 008 | 090325 1999 | 000 0 eng d | ||
| 020 | _a0132622548 | ||
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| 050 |
_aHF5415 _b.K636 1999 |
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| 100 | 1 |
_aKotler, Philip _92887 |
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| 245 | 1 |
_aPrinciples of Marketing / _cPhilip Kotler, Gary Armstrong & others |
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| 250 | _a2nd European ed. | ||
| 260 |
_aLondon: _bPrentice Hall Europe, _cc1999. |
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| 300 |
_a1031 p.: _billØ› _c27cm. |
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| 505 | _aPreface. Acknowledgements. About the Authors. Part I: Marketing and the Marketing Process. 1. Marketing in a Changing World: Satisfying Human Needs. 2. Marketing and Society: Social Responsibility and Ethics. 3. Strategic Marketing Planning. Part II: The Market Place. 4. The Marketing Environment. 5. The Global Market Place. 6. Marketing Information and Market Research. 7. Consumer Markets and Consumer Buyer Behaviour. 8. Business Markets and Business Buyer Behaviour. Part III: Core Marketing Strategy. 9. Market Segmentation and Targeting. 10. Positioning. 11. Relationship Marketing: Building Customer Satisfaction. 12. Creating Competitive Advantages. Part IV: Product. 13. New-Product Development, Product Life-Cycles and Portfolios. 14. Branding: Products, Brands and Service Support. 15. Service Marketing. Part V: Pricing. 16. The Price Drivers. 17. Pricing Strategy. Part VI: Promotion. 18. Communications and Promotion Strategy. 19. Mass Communications: Advertising, Sales Promotion and Public Relations. 20. Personal Selling and Sales Management. Part VII: Place. 21. Distribution Channels and Logistics Management. 22. Direct and Internet Marketing. Glossary. Subject Index. Company/Brand Index. Name Index | ||
| 520 | _aDescribing and analyzing the basic concepts and strategic role of marketing, this work draws illustrative cases and examples from Europe, North America and South East Asia | ||
| 650 | 0 | 0 |
_aMarketing _91271 |
| 700 | 1 |
_aGary Armstrong _938697 |
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| 700 | 1 |
_aJohn Saunders _938698 |
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| 700 | 1 |
_aVeronica Wong _938699 |
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| 942 |
_2lcc _n0 _cBK |
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| 999 |
_c17354 _d17354 |
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