an introduction Armstrong, Gary (Gary M.) creator Kotler, Philip. text bibliography nju Upper Saddle River, N.J Pearson Prentice Hall 2006 8th ed. monographic eng

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xxxii, 122 pages : color illustrations ; 28 cm 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. Gary Armstrong, Philip Kotler. Kotler's name appears first on the earlier ed. Includes bibliographical references and index. Marketing Marketing HF5415 .K625 2006 658.8 0131865919 9780131865914 2005027193 http://catdir.loc.gov/catdir/toc/ecip0519/2005027193.html http://catdir.loc.gov/catdir/toc/ecip0519/2005027193.html AU@ 050915 20160308075823.0 ocn224628526 eng