Principles of marketing /Material type: BookPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006Edition: 11th ed.Description: xx, 651,  p. : col. ill. ; 29 cm.ISBN: 0131469185; 9780131469181; 0131968793; 9780131968790.Subject(s): MarketingOnline resources: Table of contents
|Item type||Location||Call number||Status||Date due|
Epoka University Library
|HF 5415 .K636 2006 (Browse shelf)||Available|
Includes bibliographical references and index.
Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics.