عنوان

Principles of marketing

زبان متن نوشتاري يا گفتاري و مانند آن

English

عنوان اصلي

Principles of marketing

محل نشرو پخش و غیره

New Delhi

نام ناشر، پخش کننده و غيره

Prentice Hall

تاریخ نشرو بخش و غیره

c2001

نام خاص و کميت اثر

1 v. )various pagings( :ill. ;29 cm. + 1 computer laser optical disk )4 3/4 in.(

متن يادداشت

Includes bibliographical references and indexes.

متن يادداشت

Philip Kotler, Gary Armstrong

متن يادداشت

1

متن يادداشت

1

متن يادداشت

Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- The marketing environment -- Developing marketing opportunities and strategies. Marketing research and information systems -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Developing the marketing mix. Product and services strategy -- New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Distribution channels and logistics management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Direct and online marketing: the new marketing model -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.

عنصر شناسه ای

، Marketing

شماره

شماره رده

عنصر شناسه اي

Kotler, Philip.

کد نقش

AU

عنصر شناسه اي

AU Armstrong, Gary.

عنصر شناسه اي

TI