Principles of marketing / Philip Kotler, Gary Armstrong.
Material type: TextLanguage: English Publication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006Edition: 11th edDescription: xx, 651, [94] p. : col. ill. ; 29 cmISBN: 0131469185; 0131968793; 9780131469181; 9780131968790Subject(s): Marketing | Quản lý tiếp thị | Tiếp thịDDC classification: 658.8Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Giáo trình |
Thư viện Trường Quốc tế - Cơ sở Hacinco
Thư viện Trường Quốc tế - Đại học Quốc gia Hà Nội |
658.8 KOT 2006 | Available | E-C7/00270 |
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.
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