Kotler & Burk Wood:Principles of Marketing Pack, 5/e

Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders, Marian Burk Wood (Autoren)

Media-Kombination

2010 | 5th edition
Financial Times Prentice Hall
978-0-273-74327-9 (ISBN)

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Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters.

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.

Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Electrolux help to bring the subject alive.

Part one Marketing now

Chapter 1 Marketing now

Chapter 2 Sustainable marketing: marketing ethics and social responsibility

Chapter 3 Strategic marketing

Part two Markets

Chapter 4 The marketing environment

Chapter 5 Consumer markets

Chapter 6 Business-to-business marketing

Chapter 7 Marketing research

Part three Core strategy

Chapter 8 Relationship marketing

Chapter 9 Segmentation and positioning

Chapter 10 Competitive strategy

Part four Product

Chapter 11 Product and branding strategy

Chapter 12 New-product development and product life-cycle strategies

Chapter 13 Marketing services

Part five Price

Chapter 14 Pricing

Part six 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 seven Place

Chapter 19 Managing marketing channels

Chapter 20 The global marketplace

Glossary
Subject index
Company index

Verlagsort	Harlow
Sprache	englisch
Maße	212 x 275 mm
Gewicht	2820 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-74327-9 / 0273743279
ISBN-13	978-0-273-74327-9 / 9780273743279
Zustand	Neuware