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Principles of marketing / Philip Kotler ...

Contributor(s): Kotler, PhilipMaterial type: TextTextLanguage: English Publisher: Harlow Financial Times Prentice Hall 2008Edition: 5. European edDescription: 1020 s. illISBN: 0273711563; 978-0-273-71156-8Subject(s): Marknadsföring | FöretagsekonomiDDC classification: 658.8 Other classification: Qbl | Qblb
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Enhanced descriptions from Syndetics:

With global examples and completely up-to-date with the latest marketing techniques, 'Principles of Marketing' looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.

Table of contents provided by Syndetics

  • Part 1 Marketing now
  • Chapter 1 Marketing now
  • Chapter 2 Sustainable marketing: marketing ethics and social responsibility
  • Chapter 3 Strategic marketing
  • Part 2 Markets
  • Chapter 4 The marketing environment
  • Chapter 5 Consumer markets
  • Chapter 6 Business-to-business marketing
  • Chapter 7 Marketing research
  • Part 3 Core strategy
  • Chapter 8 Relationship marketing
  • Chapter 9 Segmentation and positioning
  • Chapter 10 Competitive strategy
  • Part 4 Product
  • Chapter 11 Product and branding strategy
  • Chapter 12 New-product development and product life-cycle strategies
  • Chapter 13 Marketing services
  • Part 5 Price
  • Chapter 14 Pricing
  • Part 6 Promotion
  • Chapter 15 Communicating customer value: integrated marketing communications strategy
  • Chapter 16 Advertising and public relations
  • Chapter 17 Personal selling and sales promotion
  • Chapter 18 Direct and online marketing: building direct customer relationships
  • Part 7 Place
  • Chapter 19 Managing marketing channels
  • Chapter 20 The global marketplace
  • Glossary
  • Subject Index
  • Company index