Kotler, Philip, <br/><br/>
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. 
<br/><br/> Includes questions and exercises. 
<br/><br/>Includes references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9789673490486  RM50.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Marketing--Management