Marketing

By: Philip Kotler...[et al.]Material type: TextTextPublication details: Frenchs Forest, N.S.W : Pearson Education Australia, [2006]Edition: 7th editionDescription: xxxi, 904 pages : color illustrations ; 28 cmISBN: 9780733975776; 0733975771Subject(s): Marketing | Marketing TextbooksDDC classification: 658.8
Contents:
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
Summary: Marketing: plus one key student access kit online
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Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 MAR (Browse shelf(Opens below)) Available 016661
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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

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