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Marketing: An Introduction

By Philip Kotler, Gary Armstrong

(16)

| Paperback | 9780131865914

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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, effectiContinue

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.

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9780131865914 Paperback $153.33 $136.62 bn.com
$153.33 -- The Book Depository
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