PRINCIPLES of MARKETING / Philip Kotler, Gary Armstrong, Abu Bakar Abdul Hamid [and 2 others]

Includes questions and exercises.

Includes references and index.

Chapter 1 Marketing: Creating and Capturing Customer Value {u2013} Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships {u2013} Chapter 3 Analyzing the Marketing Environment {u2013} Chapter 4 Managing Marketing Information to Gain Customer Insights {u2013} Chapter 5 Consumer Markets and Consumer Buyer Behavior {u2013} Chapter 6 Business Markets and Business Buyer Behavior {u2013} Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers {u2013} Chapter 8 Products, Services, and Brands: Building Customer Value {u2013} Chapter 9 New-Product Development and Product Life-Cycle Strategies {u2013} Chapter 10 Pricing: Understanding and Capturing Customer Value {u2013} Chapter 11 Pricing Strategies {u2013} Chapter 12 Marketing Channels: Delivering Customer Value {u2013} Chapter 13 Retailing and Wholesaling {u2013} Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy {u2013} Chapter 15 Advertising and Public Relations {u2013} Chapter 16 Personal Selling and Sales Promotion {u2013} 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.

PSZ_JB PSZ_KL PRZS PAGOH