Marketing

Philip Kotler...[et al.]

Marketing - 7th edition - Frenchs Forest, N.S.W : Pearson Education Australia, [2006] - xxxi, 904 pages : color illustrations ; 28 cm

Part One. Understanding the marketing process and strategic planning
1. Marketing: creating value
2. Customer retention and business profits
3. Strategic planning and marketing
4. Marketing plans
Part Two. Market analysis, targeting and positioning. 5. The global marketing environment
6. Information management and marketing research
7. Consumer behaviour
8. Business-to-business behaviour
9. Market analysis and applications
10. Market segmentation, targeting and positioning
Part Three. Working with the extended marketing mix. 11. Products: goods, services and experiences
12. New products
13. Pricing considerations and approaches
14. Marketing channels and logistic networks
15. Retailing and wholesaling
16. Advertising and public relations
17. Managing sales promotion and selling
18. Direct and online marketing
19. Sustainable competitive advantage
Part Four. Extending the marketing management. 20. Tapping into markets across the globe
21. Responsible marketing

Marketing: plus one key student access kit online

9780733975776 0733975771


Marketing
Marketing Textbooks

658.8 / MAR

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