PRINCIPLES of MARKETING /
Kotler, Philip,
PRINCIPLES of MARKETING / Philip Kotler, Gary Armstrong, Abu Bakar Abdul Hamid [and 2 others] - Customized Edition for Malaysia only - ix, 464 pages : illustrations ; 28 cm.
Includes questions and exercises.
Includes references and index.
Chapter 1 Marketing: Creating and Capturing Customer Value Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 3 Analyzing the Marketing Environment Chapter 4 Managing Marketing Information to Gain Customer Insights Chapter 5 Consumer Markets and Consumer Buyer Behavior Chapter 6 Business Markets and Business Buyer Behavior Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 8 Products, Services, and Brands: Building Customer Value Chapter 9 New-Product Development and Product Life-Cycle Strategies Chapter 10 Pricing: Understanding and Capturing Customer Value Chapter 11 Pricing Strategies Chapter 12 Marketing Channels: Delivering Customer Value Chapter 13 Retailing and Wholesaling Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 15 Advertising and Public Relations Chapter 16 Personal Selling and Sales Promotion Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships.
Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation are among the topics covered in this book.
9789673490486 RM50.00
Marketing
Marketing--Management
PRINCIPLES of MARKETING / Philip Kotler, Gary Armstrong, Abu Bakar Abdul Hamid [and 2 others] - Customized Edition for Malaysia only - ix, 464 pages : illustrations ; 28 cm.
Includes questions and exercises.
Includes references and index.
Chapter 1 Marketing: Creating and Capturing Customer Value Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 3 Analyzing the Marketing Environment Chapter 4 Managing Marketing Information to Gain Customer Insights Chapter 5 Consumer Markets and Consumer Buyer Behavior Chapter 6 Business Markets and Business Buyer Behavior Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 8 Products, Services, and Brands: Building Customer Value Chapter 9 New-Product Development and Product Life-Cycle Strategies Chapter 10 Pricing: Understanding and Capturing Customer Value Chapter 11 Pricing Strategies Chapter 12 Marketing Channels: Delivering Customer Value Chapter 13 Retailing and Wholesaling Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 15 Advertising and Public Relations Chapter 16 Personal Selling and Sales Promotion Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships.
Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation are among the topics covered in this book.
9789673490486 RM50.00
Marketing
Marketing--Management