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Marketing: An IntroductionBlog this item

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Book Description

This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way. Coverage balances upon three essential pillars--(1) theory and concepts; (2) practices and applications; and (3) instructional support--cultivating an efficient, effective reading and learning environment. Topics include marketing in a changing world; strategic planning and the marketing process; the global marketing environment; marketing research and information systems; consumer and business buyer behavior; market segmentation, targeting, and positioning for competitive advantage; product and service strategies; new-product development and life-cycle strategies; pricing considerations and strategies; distribution channels and logistics management; retailing and wholesaling; advertising and public relations; personal selling and sales promotion; direct and online marketing; the global marketplace; and marketing and society. For practicing Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.

Book Details
English Books
Rating: (1)
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Paperback 656 Pages
Edition: 8
ISBN-10: 0131865919
ISBN-13: 9780131865914
Publisher: Prentice Hall
Pub date: Feb 27, 2006
Dimensions: 27 cm x 21 cm x 2 cm Just how big is that?
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