Die Afrikaanse Protestantse Akademie Biblioteek

Kotler's name appears first on the earlier ed.

Includes bibliographical references and index.

CHAPTER 1. MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS -- CHAPTER 2. COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPSCOMPANYWIDE STRATEGIC PLANNING: DEFINING -- CHAPTER 3. THE MARKETING ENVIRONMENT THE COMPANY?S MICROENVIRONMENT -- CHAPTER 4. MANAGING MARKETING INFORMATION ASSESSING MARKETING INFORMATION NEEDS DEVELOPING MARKETING INFORMATION -- CHAPTER 5. CONSUMER AND BUSINESS BUYER BEHAVIOR CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR -- CHAPTER 6. SEGMENTATION, TARGETING, AND POSITIONING: BUILDING THE RIGHT RELATIONSHIPS WITH THE RIGHT CUSTOMERS MARKET SEGMENTATION -- CHAPTER 7 PRODUCT, SERVICES, AND BRANDING STRATEGY WHAT IS A PRODUCT? -- CHAPTER 8. NEW-PRODUCT DEVELOPMENT AND PRODUCT LIFE-CYCLE STRATEGIES NEW-PRODUCT DEVELOPMENT STRATEGY.

CHAPTER 9. PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE WHAT IS A PRICE? FACTORS TO CONSIDER WHEN SETTING PRICES -- CHAPTER 11. RETAILING AND WHOLESALING RETAILING -- CHAPTER 12. COMMUNICATING CUSTOMER VALUE: ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS THE PROMOTION MIX INTEGRATED MARKETING COMMUNICATIONS -- CHAPTER 13. COMMUNICATING CUSTOMER VALUE: PERSONAL SELLING AND DIRECT MARKETING PERSONAL SELLING -- CHAPTER 14. MARKETING IN THE DIGITAL AGE THE DIGITAL AGE MARKETING STRATEGY IN THE DIGITAL AGE -- CHAPTER 15. THE GLOBAL MARKETPLACE GLOBAL MARKETING IN THE TWENTY-FIRST CENTURY LOOKING AT THE GLOBAL MARKETING ENVIRONMENT -- CHAPTER 16 MARKETING ETHICS AND SOCIAL RESPONSIBILITY SOCIAL CRITICISMS OF MARKETING.